Let the 2014 Super Bowl and its commercials — especially for carmakers — begin. And for Hyundai, the game Feb. 2 will mark the automaker’s seventh straight time participating in the biggest advertising day of the year.

Hyundai will focus on two c ars in two 30-second spots on Fox Sports’ coverage of Super Bowl XLVIII, the Hyundai Elantra and Hyundai Genesis. The Elantra is the South Korean manufacturer’s best-selling car. The Genesis is the Hyundai’s luxury sports sedan.

The Genesis commercial spot, which will be broadcast in the first quarter of the Super Bowl, will focuses on a suite of 360-degree, sensory-based active-safety features like emergency braking and lane-departure warning. The Genesis ad will also highlight the sedan’s AWD system, the first on a Hyundai sedan.

The 2014 Hyundai Elantra has been refreshed and will be featured in the 2014 Super Bowl.
The 2014 Hyundai Elantra has been refreshed and will be featured in the 2014 Super Bowl.

The new Genesis will be unveiled at the Detroit Auto Show in January and goes on sale next April.

The Super Bowl ad for the Elantra will tell a timeline story intended as a metaphor for the car with the idea that a father has eyes in the back of his head when it comes to watching out for his child’s safety.

The Elantra spot, set for broadcast in the fourth quarter, promotes the car’s 2014 refresh, and features a well-known but yet-to-be revealed actor behind the wheel and a famous older comedian in the back.

In February of this year, the Super Bowl broadcast by CBS, attracted nearly 109 million viewers. The two previous years’ games both each drew about 111 million viewers.

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