Hyundai will join more than a dozen other carmakers and automotive-related companies advertising via expensive commercials in the Super Bowl. In its “Think Fast,” commercial, a 30-second spot scheduled for the fourth quarter of the game between the New York Giants and New England Patriots, the character Bob is introduced.
In the commercial, a young professional is driving his boss, Bob, a seasoned business pro, in his Genesis Coupe R-Spec.
Bob is about to deliver a "pearl of wisdom" when he falls unconscious. The young driver hits the brakes hard, then throws his Genesis Coupe into drive repeatedly, generating enough force to revive Bob.
The businessman then delivers his piece of advice unphased by his apparent health scare.
In its YouTube description of the video, the Hyundai text reads: "At 348 horsepower, the Genesis Coupe gives new meaning to the phrase 'Heart-Pounding Power."
Article Last Updated: February 1, 2012.
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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 this site, James writes a Sunday automotive column for The San Jose Mercury and East Bay Times in Walnut Creek, Calif., and a monthly auto review column for Gulfshore Business, a magazine in Southwest Florida.
An author and contributor to many newspapers, magazines and online publications, James has co-hosted The Weekly Driver Podcast since 2017.