The Hyundai Super Bowl 2011 commercial is attempting a mass hypnosis on Super Bowl Sunday. Look away if you do not want to change your mind about compact cars. Hyundai contends that consumers have been conditioned to purchase boring compact cars for practicality and reliability, and accept uninspired design, cramped interiors, and limited innovation, for far too long.
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Marketing has systemically lowered expectations in the compact car segment, with consumers rewarding the industry by continuing to buy appliance-like clones. Hyundai urges consumers to "Snap Out of It," with a two-part group therapy session beginning in the game's first quarter with a spot called "Hypnotized," followed by a healing session in Q3 with an ad called "Deprogramming." Both offer the all-new 2011 Elantra as treatment for the malaise afflicting the long-suffering compact car shopper.
"Hypnotized" features everyday driving imagery interlaced with the rhythmic staccato placement of title cards asking: "Have we been hypnotized to believe compact cars are good enough?" The spot questions the idea that compact cars are as good as they can be, and suggests consumers in turn question how that belief has become so ingrained in our culture. Long-held beliefs softened by the first spot are then confronted directly with the second, called "Deprogramming," which seeks to hypnotize 100 million viewers simultaneously through a kaleidoscope of graphics featuring compact car stereotypes paired with a soothing voiceover declaring, among other things, "compact cars can be more."
Once the viewer is fully entranced, the voice calmly brings them back to reality saying, "Snap out of it, man." After the Elantra reveal, look for Hyundai to play further off viewers lulled into therapeutic susceptibility with a light-hearted nod to New Age empowerment.
Hyundai will round out its Super Bowl appearance with a third spot starring the 2011 Sonata Hybrid which highlights Hyundai's commitment to innovation. The ad, titled "Anachronistic City," shows a variety of early-generation devices – all innovative in their time – to convey that, while Sonata is not the first hybrid to the market, it is a sophisticated evolution of hybrid technology and a smart challenger of conventional, early-generation hybrids. The Sonata Hybrid spot will run in the fourth quarter.
Hyundai is already running commercials and a social campaign under the Snap out of it theme. You can watch a sheep driving a compact car (watch video below) and learn more about the compact car conspiracy on this Hyundai site.
All three Hyundai Super Bowl 2011 Ads have been released. Watch them now.
Just like last year, I4U News will be featuring again the Super Bowl for Geeks Guide. Of course the Super Bowl 2011 for Geeks Guide will be all about the Super Bowl Commercials and not the big game. Watch the first 2011 Super Bowl Ads now.
The Super Bowl XLV will take place in the Dallas Cowboys stadium on February 6th 2011.
For a list of the current official and rumored Super Bowl ads for 2011 check out our Super Bowl Ads 2011 Guide.
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See also our Super Bowl XLV Facts and Times Guide.