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Hyundai Confirms Super Bowl Advertising For Next Year

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On: Fri, May 25, 2012 at 3:40PM | By: Chris Weiss


Hyundai Confirms Super Bowl Advertising For Next Year

If GM was hoping to drum up greater industry support in thumbing its nose at the Super Bowl, it's backfiring so far. Somewhat predictably, a competitor used GM's announcement as springboard to highlight its own Super Bowl efforts - because an announcement that you have something planned for the Super Bowl is much more interesting press than saying that you're foregoing it.

GM marketing chief Joel Ewanick had barely choked his quote all the way out when Hyundai emailed a sort of response to the Detroit Free Press. Hyundai marketing vice president Steve Shannon said: "The Super Bowl is a perfect venue for a brand like Hyundai. We are extremely pleased to be an advertiser on the 2013 Super Bowl. In addition to the fact that this is far and away the best-watched television program in the U.S. the social media opportunities continue to grow every year and we expect even more impact from this aspect of our advertising on the Super Bowl next year."

Not only does Hyundai's quote play on GM's quitting the Super Bowl, it also takes a subtle jab at GM's recent decision to stop paid advertising on Facebook. Prior to its Super Bowl announcement, Ewanick made another surprise move in announcing that GM would no longer be buying ads on Facebook. So Hyundai's mention of those robust social media opportunities clearly wasn't a coincidence.

And with that, GM is back to looking like the good old boys building (and not selling) SUVs during a period of record-breaking gas prices. We expect it has a plan that it's carefully following - a plan that may or may not work out in the long run - but it certainly looks like an overly conservative grandmother after quitting both Facebook and Super Bowl advertising in a few days' time. It's making it all too easy for the competition to look good in contrast.

It all reminds me of when my younger brother used to complain about dinner as a kid and my youngest brother would put on his slyest grin and tell my mom how she really knocked dinner out of the park - sometimes the competition just makes it easy to look good.

After its recent baboon video and its cheetah commercial from this year's Super Bowl (below), we're looking forward to what Hyundai crafts for Super Bowl XLVII.




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