Innocean Captivates 100 Million US Viewers with Hyundai·Kia Ads...Ranks 2nd and 8th in Preference

Survey on Advertisement Preferences for Super Bowl 2020

A scene from Hyundai Motor's 'Super Bowl 2020' commercial. It cleverly introduced the remote smart parking assist feature of the new Sonata.

[Asia Economy Reporter Cha Min-young] In this year's American professional football (NFL) championship game, 'Super Bowl 2020,' Innocean Worldwide's advertisements for Hyundai Motor Company and Kia Motors ranked 2nd and 8th respectively in a preference survey.

Innocean Worldwide announced on the 5th that the Hyundai Motor Company and Kia Motors commercials released on the 3rd (Korean time) achieved these results in the Super Bowl ad preference survey.

The American comprehensive daily USA Today conducted a real-time online vote on a total of 62 commercials aired during the game and announced the Super Bowl ad preference survey results. The Super Bowl, a major sporting event watched by over 100 million people annually in the United States alone, is called the 'world's largest advertising battle.' This year, companies such as Amazon, Microsoft, Google, Facebook, and Coca-Cola also ran advertisements.

The 60-second Hyundai commercial titled 'Smart Park,' which ranked 2nd overall in brand ad preference, aired in the first quarter of the game. It humorously introduced the remote smart parking assist feature of the new Sonata. Set against Boston in the eastern United States, this commercial featured famous Boston-born actors Chris Evans, John Krasinski, Rachel Dratch, and baseball legend David Ortiz of the Boston Red Sox. As the Sonata successfully parks in a narrow space in downtown Boston using its unmanned smart parking function, the actors express amazement in Boston's distinctive accent.

A representative from Innocean's U.S. branch, which produced this commercial, explained, "Instead of emphasizing difficult-to-remember technical terms, we created a scenario that comically repeated keywords like Smart Park in the most iconic regional accent in the U.S. The playful acting of famous Boston natives also played a significant role in eliciting consumer response."

A scene from Kia Motors' 'Super Bowl 2020' commercial. NFL player Josh Jacobs meets his younger self from his impoverished childhood, sharing advice and encouragement in a fictional setting depicted in the video.

Additionally, the Smart Park commercial received the highest rating in the Super Bowl ad consumer response survey conducted by the American advertising evaluation agency Ace Metrix. It was also selected as the most impressive Super Bowl commercial by local media including the advertising magazine Ad Age.

Kia Motors' Super Bowl commercial titled 'Strength Without Limits,' produced by David & Goliath, a U.S. creative subsidiary of Innocean, was released in the third quarter. The video depicted a fictional scenario where NFL player Josh Jacobs meets and exchanges advice and encouragement with his younger self from a disadvantaged neighborhood.

Furthermore, Innocean showcased Genesis's GV80 commercial, marking the first time the brand participated in the Super Bowl as a standalone brand. The 'Farewell Party' commercial, aired in the second quarter, featured entertainment power couple singer John Legend and model Chrissy Teigen introducing the GV80 as an attractive and fun 'Young Luxury' vehicle.

An Innocean representative stated, "By presenting attention-grabbing commercials at the large-scale sporting event Super Bowl over many years, we have proven Innocean's unique global creative capabilities. We will continue to deliver high-quality advertisements based on messages that resonate with consumers and content suitable for the global stage."

This content was produced with the assistance of AI translation services.