For the third straight year, Hyundai will be the exclusive automotive sponsor of the Academy Awards, with nine ads from the Korean manufacturer set for broadcast throughout the Sunday, February 27 pre-show and telecast on ABC.
In accordance with Academy rules, and to ensure that Hyundai’s long-time “voice” gets to enjoy the spotlight for his second consecutive Oscar nomination, Hyundai has cast a guest star Jason Bateman to provides the voiceover for four ads surrounding the “Best Actor” award category presentation in which official voice Jeff Bridges in nominated
Hyundai’s lineup includes spots for Sonata, Sonata Turbo, Sonata Hybrid, Elantra, Genesis and Equus. The two red carpet ads include “Good Things Come in Threes” featuring Sonata’s three distinct powertrains, and “Comfy Home” featuring the luxurious Equus flagship sedan.
In-show spots include “Family,” featuring Sonata; “Anachronistic City” featuring Sonata Hybrid; “Drawing Board,” “Childhood,” and “Deprogramming” all featuring Elantra; “Greatest Luxury,” featuring Genesis; and “iPad” highlighting Equus’ unique application of an iPad owner’s manual.
Bateman lends his voice to “Drawing Board,” “Greatest Luxury,” “Anachronistic City,” and “iPad.” Hyundai’s campaign also includes several animated billboards throughout the show. “Drawing Board” and “Greatest Luxury” are both making their debuts during the show.
All of Hyundai’s Academy Awards commercials feature Hyundai’s 2011 “New Thinking. New Possibilities.” brand vision.
https://www.youtube.com/watch?v=WGLN4CPROgg
Article Last Updated: February 24, 2011.
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A sports, travel and business journalist for more than 45 years, James has written the new car review column The Weekly Driver since 2004.
In addition to founding this site in 2004, James writes a Sunday automotive column for The San Jose Mercury and East Bay Times in Walnut Creek, Calif., and monthly auto review and wellness columns for Gulfshore Business, a magazine in Southwest Florida.
An author and contributor to many newspapers, magazines and online publications, co-hosted The Weekly Driver Podcast from 2017 to 2024.
