Hyundai Twists, Uses Ad Industry Insider-Speak In Super Bowl Spots

We've got two more advance Super Bowl screenings for you. They come courtesy of Goodby, Silverstein & Partners and, yes, they are those much talked about Hyundai commercials which, in a nice press-play "will we, won't we" dance, kept everyone wondering if we'd ever see them. Well, here they are.

The first, called Tomorrow is a bit pompous in its assumption it'll rank quite highly on USAToday's Ad Meter and that Mercedes, BMW and Lexus aren't going to be too happy. First, who cares about the USAToday Ad Meter. Aside from the press play it gets, which can't, of course, be ignored, it's a highly unscientific, meaningless popularity contest. Second, apart from its insider appeal to the ad industry, it's a fairly innocuous commercial without much going on except for some nice beauty shots of the car. Having said that, it's a pretty amazing looking car coming from Hyundai which, in one sense, is the entire point of the commercial.

The second spot is titled Big Twist and begins with the typical winding mountain road silliness with a voice over comparing it to the Mercedes S class but with C class pricing and teasing us with the possibility of a big twist. The twist, of course, is that the car is made by Hyundai...not your typical luxury car maker.

The two spots almost feel like Apple commercials. They're simple, subtle, low key and confident in their delivery of a message for a product that has enough substance it needs no added hype. From that perspective, we like these commercials. We're just not sure about their insiderishness...especially the reference to the USAToday Ad Meter which may garner a significant cacophony of "huh?" from an audience not familiar with the poll. It's a minor nit, really and, because they are so subtle, they just might stand out among what is sure to be an onslaught of idiocy.