According to the USA Today Ad Meter, Hyundai placed 1st, 5th and 6th with their 3 Super Bowl commercial entries. We're going to focus on the 1st and 5th ranked spots. Automotive commercials generally do not place high on a consistent basis; so why did Hyundai do so well this year?
1) Relevant Celebrities: 1st place commercial, Hyundai's "First Date", stars Kevin Hart. 5th ranked commercial, "Ryanville", stars Ryan Reynolds. Using celebrities is nothing new, but these two stars are two of the biggest actors right now. Kevin Hart is coming off a string of successful to very successful movies and a key demo he attracts is the African American audience, in addition to other demos. Ryan Reynolds has been doing a lot of PR recently for his upcoming movie, Marvel's "Deadpool". This R-rated take on the super hero movie is a drastic change from the norm, and the advertising and PR behind the movie has followed that path. 2 great choices.
2) Great Concepts: "First Date" - The over protective father trying to scare the boy taking out the daughter is nothing new. However, this concept of being able to follow the date by using a wearable and locating the vehicle's GPS is new.
"Ryanville" - This commercial was geared towards the female demographic although not limited to that demo. The female driver and passenger being distracted by the fact that all the men (or people) in this town look like Ryan Reynolds was a unique concept and excellent execution.
Hyundai dealerships should look to jump on the bandwagon and advertise their individual Tier 3 dealerships. www.CarDealerAdsForLess.com offers many high quality, hard hitting packaged events all for a fraction of the cost of a traditional advertising agency.