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Hyundai Gets Unstuck in First of Two Super Bowl :30s


Drivers of the Hyundai Sonata Turbo get stuck behind the strangest vehicles on the road. Luckily, they also have the power to get past them.

The Korean automaker on Monday unveiled "Stuck," one of two 30-second commercials it will air on this Sunday's Super Bowl. The comic spot shows the variety of unsightly and flat-out dangerous cars, trucks and butts you might find yourself trailing on the road.

"Why turbo? Trust us. It's just better to be in front," Jeff Bridges says in the voiceover at the end.

Created by Innocean USA, "Stuck" will air during the second quarter of the game.

A second spot, "Team," will run in the first quarter. It shows a boy whose Santa Fe-driving mom helps him round up friends to counter some ruffians who challenged him to a game of football. That ad is expected to hit Hyundai's YouTube page sometime this week.

Along with those two :30s, Hyundai will air a 60-second spot and two other 30-second spots in the half-hour leading up to the kickoff. The :60, titled "Epic Play Date," features an original song and cameo from The Flaming Lips.

This is Hyundai's sixth straight Super Bowl. The automaker spoke to Adweek about its Super Bowl strategy here. And Steve Shannon, vp of marketing for Hyundai Motor America, sat for an Adweek Fast Chat here.

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