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.