Superbowl brands: Hyundai
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Company: Hyundai Motor America
Career Highlights: A rookie in the SuperBowl lineup, Hyundai took the field last year to unveil its Genesis luxury sedan. During two spots, the Genesis is compared to luxury brands like Mercedes, BWM and Lexus. The commercial touts the Genesis as more spacious than the BMW 7-Series, but priced like the 3-Series. Narration by Jeff Bridges and the tagline “Think about it” help set the Genesis up as a thoughtful alternative to high-priced luxury.
Offensive Strategy: Hyundai played off of our curiosity and our desire to be savvy shoppers. In the first commercial, we saw the car, but we didn’t know who made it until the very end. In the second
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