Sonata Super Bowl spot

Synopsis

In 2010, Hyundai introduced the all-new Sonata to the world during Super Bowl XLIV. The agency produced a lot of cool spots, but at the last minute the client wanted one to establish the new Sonata’s advantages in a dramatic way. The brief was simple. Unfortunately, we had zero time—not enough to shoot anything—and very little, “advantageous” insight into the car, which had just been unveiled at the LA Auto Show. Digging on the Internet, I discovered industry reactions to the car from the show. Within 36 hours, we had an approved script. A week later, a finished spot. “Quotes” ran between the coin toss and the opening kick of the game. Then spawned four generations of “Quotes” campaigns over the next three years for nearly every model in the lineup. We got a ton of mileage out of this idea. And Hyundai sold a ton of Sonatas. (The Saints beat the Colts 30-17).