Hyundai's 2010 Genesis Commercials Will Get Super Bowl Watchers' Attention

FOUNTAIN VALLEY, California — Hyundai is going for the gusto with its 2009 Super Bowl TV ads. The pair of commercials don’t settle for unveiling the 2010 Genesis Coupe to what is sure to be an appreciative audience. Behind the wheel is Pikes Peak champ Rhys Millen, and performing the soundtrack is the great cellist Yo-Yo Ma.

The name for the ad campaign is “The Epic Lap.” The 30-second commercials show Millen doing some “precision driving” on Road Atlanta’s 2.54-mile track, choreographed to the cellist’s performance of the Gigue from Bach’s Cello Suite No. 3 in C Major. According to Hyundai, Ma helped edit the film footage from the three-day shoot to ensure it matched his artistic interpretation.

The second commercial will feature a “second musical talent” who is as yet unnamed.

Super Bowl XLIII takes place on Sunday, February 1, and the commercials will be repeated during the Academy Awards broadcast on February 22. Hyundai also promises an online contest involving the commercials, with details to be announced later.

The Genesis Coupe, Hyundai’s first rear-wheel-drive sports car, comes with a 220-horsepower turbo-4 or in a Track version with a 306-hp V6. It goes on sale in the U.S. this coming spring.

Inside Line says: The guessing starts now. Led Zeppelin? The New York Philharmonic? Barbara Streisand? Amy Winehouse? — Laura Sky Brown, Correspondent