2011 Hyundai Sonata HybridEnlarge Photo
In case you haven't been paying attention, this Sunday is the 83rd Academy Awards ceremony, and it promises to be, well...interesting. The organizers have hired two young hosts, one of whom still lives on the fringes of superstardom and neither of whom is a comedian. In a bid to draw back younger viewers who shied away last year, the ABC broadcast will also be livestreamed on Oscar.com and include special, behind-the-scenes footage. We've heard there may be a restaging of the closing number from Grease, too, but that's wild speculation at this point.
What's not speculative at all is Hyundai's role during the broadcast. For a third consecutive year, Hyundai has signed on to be the exclusive automotive sponsor of the Academy Awards, running a total of nine ads before, during, and after the broadcast. (At a cost of roughly $1.7 million per spot, that's no small commitment.) And since Hyundai's usual spokesman, Jeff Bridges, is in the running for an award (just as he was last year), and since Academy rules prevent nominees from being featured in broadcast commercials, some of those ads will be voiced by Jason Bateman -- specifically, the four spots surrounding the "Best Actor" award, for which Bridges is nominated.
Altogether, Hyundai's nine spots will feature a range of vehicles, from the NACOTY-winning Genesis to the new Equus and several variants of the Sonata. Given Hyundai's success in the U.S. over the past few years, and given the popularity of the Oscar broadcast -- second only to the Super Bowl in terms of total viewership -- this could be another marketing coup for the Korean automaker. Whether it'll pan out so well for Franco's cover of Cher's ditty from Burlesque is another story.
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THE SPOTLIGHT SHINES ON HYUNDAI AS THE EXCLUSIVE AUTOMOTIVE SPONSOR OF THE 83RD ACADEMY AWARDS
• This Marks Hyundai’s Third Consecutive Year as the Exclusive Automotive Sponsor
• Hyundai Will Air a Total of Nine Ads During Oscar Coverage
• Jason Bateman Joins Hyundai’s Cast of Voiceover Talent
Hyundai once again joins Hollywood’s biggest night as the exclusive automotive sponsor of the 83rd Academy Awards, broadcast on Sunday, February 27 on ABC. Nine Hyundai ads will air throughout the coverage – two pre-show and seven during the awards ceremony itself. 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 cast a guest star for a portion of the evening. Jason Bateman provides the voiceover for four ads surrounding the “Best Actor” award presentation.
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.