Championship-winning race driver Rhys Millen stars in one of the adsEnlarge Photo
Hyundai will debut its 2010 Genesis Coupe in the U.S. during Super Bowl XLIII on Sunday, February 1, using a short television commercial designed to highlight the performance potential of the 310hp car and help build hype for it. Just a day out from the big game, Hyundai has released one of the television spots.
In the clip, championship winning driver Rhys Millen, famous for his drifting prowess and Pike's Peak world record, uses the Genesis Coupe to perform some precision driving around a track. A second spot will be aired tomorrow featuring re-edited precision driving footage matched to a new soundtrack to further highlight Hyundai's theme for the commercials of 'The Epic Lap'.
The first commercial, meanwhile, sees Millen navigate the 2.54-mile, 12-turn race track at Road Atlanta in Northeast Georgia. Additionally Hyundai is also hosting an online contest asking consumers to edit their own version of 'The Epic Lap'.
According to a May report from the Wall Street Journal
, a 30-second spot during the Super Bowl in 2009 will cost advertisers at least $3 million - meaning that Hyundai is spending $6 million for one minute of advertising for its Genesis Coupe sports car. Other campaigns to promote the Hyundai Genesis Coupe include a number of tuner-specials for the car that were shown at SEMA
last year, including one developed alongside Millen himself.
Hyundai Genesis Coupe