Innocean, the marketing unit under Hyundai Motor Group, announced Thursday that its 2016 Super Bowl advertisement for Hyundai Motor's Genesis G80 had ranked among the top 10 most memorable Super Bowl commercials of the past decade.
According to a survey released on Feb. 7 by global advertising agency VCCP and marketing consultancy Cowry Consulting, which surveyed 1,000 US adults, "First Date"—featuring Kevin Hart as an overprotective father—took fourth place, following advertisements from Budweiser, Doritos and Heinz.
It was also the only automotive advertisement to make the top 10 among those televised during the NFL championship.
American comic actor Hart portrays an over-the-top father tracking his daughter on first date, seamlessly highlighting the Genesis G80’s location tracking feature. The well-structured storyline and humor resonated with audiences, leaving a lasting impression on US consumers.
In 2016, the commercial topped USA Today’s annual Super Bowl Ad Meter, a key measure of consumer sentiment toward Super Bowl advertisements. It was the first time a commercial for either a non-US-based company or an automotive brand ranked first since the index was introduced in 1989.
With well over 100 million viewers in the US alone, the Super Bowl is widely regarded as the biggest advertising stage in the world, fetching a premium for the ad spots. Companies paid as much as $8 million for a 30-second slot at this year's Super Bowl.
“Great advertisements stay in consumers’ minds no matter how much time passes. Innocean will continue efforts to showcase differentiated creativity in the global market,” said Innocean CEO Lee Yong-woo.
First Date – Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis
By Lim Jae-seong (forestjs@heraldcorp.com)
