Hyundai will use next weekend’s SuperBowl as the kick-off to their new marketing and branding initiative. It has launched three teasers for four commercials to debut during the most-watched sporting event in the US.
Hyundai is seeking to make clearer its brand identity. The new slogan: “We Make Things Better.”
While the message may seem cryptic, Hyundai hopes to hone it during the SuperBowl a week from today. The football championship game will serve as the launchpad for Hyundai’s new marketing direction. The roll-out of the new motto will be subtle, rather than announced at full volume.
“We decided it was better, instead of hitting them over the head with [the slogan], to not sell them too much on a particular concept or idea,” marketing head Dave Evans told Automotive News. “We want to find the middle road where we’re warming them up with the story first.”
The ads will use star power and humor to change the public’s perception of Hyundai. Comedians Ryan Reynolds and Kevin Hart will be starring in some of them. The automaker also took over the title of official vehicle sponsor of the National Football League from GMC last year, a grab that cost $50 million a year according to ESPN. Now it’s using the NFL’s SuperBowl platform to reach 150 million viewers.
Hyundai also revamped its marketing team and poached Evans from a rival automaker last year. It was Evans who came up with the feel-good slogan, and it feels familiar, that’s may be because Evans was from Subaru. Watch the teasers for the SuperBowl ads below.
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