“First Date”

hyundai-genesis_3219

For my Advertising Analysis, I chose the 2016 Hyundai Genesis commercial featuring Kevin Hart. Kevin Hart is a stand-up comedian, whose career began in 2006 after being rejected a few times before it. Then, in 2011 his career really began to flourish with his Laugh at My Pain tour. This tour encompassed almost 90 cities and made $15 million dollars, making it one of 2011’s most successful comedy tours. Along with this successful tour, Hart has also been involved in sit-coms, created a few of his own albums, and made appearances in movies.

Since Hart is such a comedic person it’s no wonder why companies, such as Hyundai, would want to use him in one of their commercials. This commercial was aired during Super Bowl 50 and is about a father, Kevin Hart, allowing his daughter’s boyfriend to take his new car out on their date. Throughout the date, Hart is able to follow them wherever they go due to a tracking device within the vehicle. Hart is viewed as the stereotypical father being “over-protective” of their daughters, but the storyline adds humor to the commercial. A majority of Super Bowl commercials use humor because it draws the attention of the viewer. Humor is used to make the viewer feel good, laugh, and make the commercial more memorable. Not only is humor a key aspect to drawing more attention, but so is the use of a celebrity. When we see a famous person endorse a product or service it makes us want to use it as well, and also makes it more appealing. Here is the Super Bowl 50 ad:

In this ad, Hyundai wants to symbolize how the 2016 Genesis can fit into your life. The commercial shows most profiles of the car as well as it fitting in with a beautiful home, which is occupied by the actress, the daughter, and comedian Kevin Hart. The Hyundai Genesis arrived in dealerships in 2008, with the 2009 edition. The commercial is trying to show how Hyundai, as most people know make affordable cars, but also how they make a luxury Sedan. Kevin Hart lets his daughter use his 2016 Genesis on her first date so that he can use the cars new feature “Car Finder”. Hyundai is also trying to show how the 2016 Hyundai Genesis is a family car and a car for people of most ages because of its cool look. This can be shown in how Kevin Harts “daughters” date is very willing to take the car on their night out. The song choice for this ad is catchy and very well-known so it will catch the attention of the viewer.

Hyundai/Kia ran many ads in this Super Bowl, two of which were 60-second spots. For Kia, it was the “Walken Closet” commercial. At $5 million per unit, that is $20 million. On Hyundai’s “First Date” ad you can see that a lot of money went into the production of the commercial, they even used a helicopter in one of the scenes. Hyundai’s United States division also signed a deal with the NFL last year giving the company the rights to use NFL logos in its advertising and on its cars. The deal with the National Football League cost $50 million dollars for the company. According to Kelley Blue Book, searches on its website for the Hyundai Genesis rose 400% and for the Hyundai Elantra 110%. Searches on the Hyundai brand were up 18% proceeding the commercials. In the 2015 – 2016 year, Hyundai spent $496 million dollars on advertising.

Hyundai wants the viewer to see a few things in this advertisement. At first, they are trying to keep viewers engaged by the companies song choice.  Another One Bites the Dust by Queen is a very famous and highly decorated song that most viewers of the Super Bowl would know. There is a bit of sexual appeal throughout the advertisement while the two actors are on their date. One scene shows them in the 2016 Hyundai Genesis about to kiss but the dad, Kevin Hart, shows up in a helicopter, yelling at the young man. With Kevin Harts humor and a good looking cast for this advertisement, it is sure to keep the viewer engaged throughout the entire commercial. Other than casting, the car speaks for itself. It is not your regular Hyundai.  It is a very luxurious and good looking car. The advertisement shows many aspects of the car like its front, back, and side profiles, as well as its spacious interior.

 

Sources:

https://en.wikipedia.org/wiki/Hyundai_Genesis#First_generation_.28BH.3B_2008.E2.80.932013.29

http://247wallst.com/autos/2016/02/08/automakers-spent-90-million-on-super-bowl-ads/

https://www.statista.com/statistics/261767/advertising-spending-of-selected-automobile-manufacturers-in-the-us/

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