FOUNTAIN VALLEY, Calif. -

While two TV spots are set to feature the 2011 Sonata, Hyundai broadened its advertising campaign in connection with this year’s Super Bowl to also feature the 2011 Elantra.

The automaker explained its other two commercials to be shown during the NFL’s most popular event highlight the Elantra with the theme titled, “Snap Out of It.”

Hyundai contends its “Snap Out of It” campaign is meant to address years of consumer complacency toward the compact car segment. Through a series of shorts that parody the history of compact car advertising, Hyundai is prepared to tell the story of the hypnotized consumer mindset, conditioned to purchase compact cars for practicality and reliability, regardless of their uninspired design and limited innovation.

The spot continues with the all-new 2011 Elantra entering the frame with a banner that finally screams “Snap Out of It” in an effort to deprogram those in the compact car trance.

The “Snap Out of It” spots actually began a rotation during this past weekend’s AFC Championship game.

Beyond the spots being shown during football coverage, Hyundai mentioned the “Snap Out of It” campaign also includes the integration of 10 online spots that reinforce the theme. Company officials explained the online short films are geared to discuss the “conspiracy” behind compact car hypnosis and invoke consumer curiosity, generating buzz-building momentum leading up to the Super Bowl.

Hyundai said each of the viral shorts are filmed to look like consumer-generated content or documentary style and are intended to direct viewers to a different, unbranded microsite discussing the compact car conspiracy. The automaker pointed out these short films nor the microsites will not be branded or identified until Super Bowl Sunday, and Hyundai plans to reserve at least two “Snap Out of It” ads to premier during the Big Game.  

This year marks Hyundai’s fourth consecutive year as a Super Bowl advertiser with three in-game ads planned for Super Bowl Sunday. However, this is the first time Hyundai has tied its Big Game strategy to begin during the divisional championships.

Innocean Worldwide Americas, Hyundai’s agency of record, developed the new campaign.

The automaker reiterated the Elantra’s features it hopes appeal to potential buyers.

“The 2011 Elantra sets the bar in the compact sedan category offering modern design, outstanding fuel economy, loads of comfort and convenience features at a low starting price of $14,830,” company officials highlighted.

“Powered by an all-new 1.8-liter Nu engine, the fifth generation Elantra boasts best-in-class standard fuel economy of 40 mpg highway,” they continued. Elantra also continues to lead the industry in standard advanced safety technologies including a new Vehicle Stability Management (VSM) system to optimally manage Electronic Stability Control (ESC).

“Even with game-changing performance and safety features, the Elantra does not scrimp on design,” Hyundai added. “It offers a class-above mid-size car interior volume and mirrors the fluidic sculpture design of its award winning sibling, the all-new Sonata.”

John Krafcik, president and chief executive officer of Hyundai Motor America, believes the campaign is targeted nicely.

“Over the years the Super Bowl has provided a great avenue for us to reach a significant audience, and this year we are expanding that reach by jumpstarting the campaign two weeks early during the AFC Championship game,” Krafcik stated.

“Having a fully integrated campaign leading up to the Big Game next month will allow us to build a story that makes a dramatic statement befitting a break-through car like the all-new Elantra, which gives consumers license to expect more from the compact segment,” he concluded.

To view Hyundai’s ads, visit www.hyundainews.com/media_kits/video_clips.