Hyundai, the exclusive automotive sponsor of the Academy Awards for the fourth consecutive year, joins Hollywood in honoring the biggest stars of the silver screen on Oscar Night, broadcast on Sunday, Feb. 26 on ABC.
Nine Hyundai ads will air throughout the coverage – two pre-show and seven during the actual awards ceremony. Film-maker Wes Anderson directed two original commercials featuring the all-new 2012 Hyundai Azera.
The spots, “Modern Life” and “Talk to My Car”, highlight Azera’s premium luxury features and Blue Link connectivity. “Modern Life” recreates an ill-prepared / ill-equipped dad preparing dinner for the family amidst the chaos of a small army of kids playing while receiving cooking instructions from his wife over the phone as she’s “stuck in traffic.”
The story resolves with mom relaxed in the Azera parked in the driveway, taking a few extra moments of solitude before joining the frenzy. All the insanity of the day is packed into one 30-second take, then juxtaposed against the serenity of the new Azera.
“Talk to My Car” plays on the long history of moviemakers that creatively integrate voice-activated vehicles into their productions. The team authentically recreated different eras of film to represent the timeline and evolution of talking cars in movies.
From a flying car to an underwater car to a spy car – the vignettes look as if they are plucked from vintage footage, but virtually all were recreated for this spot. The scene closes on a family driving in the all-new Azera, using the voice-activated Blue Link system as they go about their daily routine.
Special behind-the-scenes footage gives viewers the chance to sit in the director’s chair, providing them with a closer look at the making of these intricate spots. These spots will be available for viewing on Hyundai’s YouTube Channel following the Academy Awards on Monday, Feb. 27.
The rest of Hyundai’s 30-second spots focus on Sonata Hybrid, Elantra, Equus, Genesis Coupe and Genesis R-Spec, in addition to Azera. The two red carpet ads include “One Less Battery” featuring Sonata Hybrid and Hyundai’s new Lifetime Hybrid Battery Warranty and “Victory Lap” featuring Hyundai’s 2012 North American Car of the Year winner, Elantra. In-show spots include “So Fast” featuring Equus; “Think Fast” featuring Genesis Coupe; and “Faster Acting” featuring Genesis R-Spec sedan.
Azera will make its debut at Hyundai dealerships shortly after this year’s Academy Awards.
Hyundai’s exclusive automotive sponsorship of the Academy Awards extends its “Big Voices in Big Places” philosophy which positions the Hyundai brand in the highest-profile advertising venues, including sporting events and entertainment awards shows. Innocean Worldwide Americas, Hyundai’s agency of record, is responsible for all creative.