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Hyundai and Coca-Cola flex Super Bowl muscles

It’s nearly Super Bowl time and some of the advertisers forking out squllions of dollars for their prime spots have been showing us their ads in advance while others have been producing teasers, a touch de trop, n’est-ce pas?

Hyundai probably wears the US auto marketing crown at the moment (it’s where General Motors’ Joel Ewanick made his considerable reputation) and here are two of its spots from in-house agency Innocean; preceding the game an ‘Anthem’ ad showing the troops:

And then, in the game, one showing off the speedy Veloster Turbo:

Neither of them are as a good as this non-Super Bowl ‘banned’ ad from last year from Dutch agency Fitzroy:

The ‘banning’ was probably intentional as the ad only ran on YouTube.

Coca-Cola, meanwhile, has been causing more trouble with its pesky polar bears. Wieden+Kennedy has made two ads, one showing the bears supporting the New England Patriots, the other the New York Giants. Coke executives will decide which one to run in the actual NBC broadcast, depending on which team is winning presumably. But then they’ll annoy supporters of the other team. And NBC executives, who are presumably annoyed at the extra hassle already.

Here’s a taster.

We’ll see who wins the creative plaudits come Monday.

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anthem banned ad coca-cola fitzroy hyundai innocean Joel Ewanick nbc new england patriots new york giants polar bears super bowl teasers veloster turbo wieden+kennedy Youtube

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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