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Hyundai Buys Eight Ads in Oscars

Feb 19, 2009  •  Post A Comment

Hyundai is going for Oscar gold.
The Korean car company said it will air eight commercials during Sunday’s Academy Awards broadcast on ABC.
Longtime sponsors General Motors and L’Oreal reportedly have pulled out of the event, often referred to as the Super Bowl for women because of the large—and largely female—audience it attracts.
With the slumping economy and a weak advertising environment, ABC reportedly has had to cut the price it charges for ads during the Oscars.
ABC declined to comment on how close it was to selling out the Oscar broadcast.
Hyundai said seven of its commercials will be 30 seconds long and one will be 60 seconds in length. Some of the spots will be new, touting a new program under which consumers who buy or lease Hyundais can return them if they lose their job.
Two other new ads will show off the new Genesis Coupe to the music of cellist Yo-Yo Ma. A Super Bowl ad featuring the Genesis and music from Smashing Pumpkins also will air during the Oscars. Genesis ads will air on either side of one commercial break in the broadcast.
The 60-second spot is a corporate ad describing Hyundai’s history and its commitment to the U.S. market.
“We have so many great stories to tell that we couldn’t miss the opportunity to speak to the huge national audience drawn to the Academy Awards,” said Joel Ewanick, VP of marketing at Hyundai Motor America. “On a night when the entertainment industry gathers to celebrate its success, we want to honor Hyundai with an assortment of ads highlighting our own accomplishments.”

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