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Hyundai Super Bowl ads use humor, Ryan Reynolds to sell 2017 Elantra

If you watch the Super Bowl on Sunday, expect to see a lot of Hyundai advertising. The South Korean automaker has two spots set to air during the game and two others that will premier before kick-off. The in-game commercials are now online, and they both use humor to market the 2017 Elantra. Ryanville (above) is an odd commercial about a town full of Ryan Reynolds clones, and two smitten women drive through the village to gawk at the actor. It's a forgettable ad unless you really like Reynolds, but Hyundai gets plenty of opportunities to show off the Elantra, including features like the available pre-collision braking. If you want something with a little more action, watch The Chase (below). Angry bears run after a frightened couple, and the Elantra's voice-activated start feature allows the people to get out of trouble in the nick of time. The ad finishes with a little humor to lighten the mood. This commercial still isn't memorable, but it's the better one of this pair. Hyundai hasn't released either ad for before the Super Bowl yet. First Date will star comedian Kevin Hart in a spot for the Genesis sedan, and Better will highlight the automaker's desire to improve its vehicles and customer experience. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Kevin Hart and Ryan Reynolds Serve Up Humor While Showcasing Latest Hyundai Vehicle Technologies FOUNTAIN VALLEY, Calif., Jan. 28, 2016 – In its first year as an official NFL sponsor, Hyundai will delight Super Bowl 50 fans with four entertaining ads set to run on Super Bowl Sunday. Hyundai will run a 60-second ad in the coveted pre-kick time slot, two 30-second ads during the game and a 60-second ad during the pre-game show. With help from A-list celebrities Kevin Hart and Ryan Reynolds, Hyundai will highlight the safety, technology and convenience features of its all-new 2017 Elantra and premium 2016 Genesis sedan. Hyundai will build on the creative digitally with heavy social media activity that will drive additional anticipation and awareness of the Super Bowl spots. Creative was developed by Hyundai's agency of record, INNOCEAN Worldwide. "Super Bowl Sunday is our opportunity to participate in the most-watched TV and live event in the U.S.

Hyundai Motor's two R&D vice chairmen reportedly resigning

SEOUL — Hyundai Motor Group's two vice chairmen in charge of research and development have offered to resign, three people familiar with the matter told Reuters on Tuesday. R&D president Albert Biermann is likely to be named the new head of the division, two of the sources added, declining to be named as they are not authorized to speak to media. Hyundai is battling a plunge in sales, profits and its share price, and the reshuffle would be the latest since Hyundai promoted Euisun Chung in September to executive vice chairman, moving him closer to succeeding his octogenarian father as head of South Korea's second-largest group. The group has appointed new product strategy, design chiefs and replaced senior executives at its overseas operations, including China and the United States. The latest shake-up at the group, which includes Hyundai Motor and its affiliate Kia Motors, could be announced on Wednesday, one of the sources said. It is "part of a generational change Chung is pushing for," another person said. A Hyundai Motor spokesman declined to comment. The group's vice chairmen, Yang Woong-chul and Kwon Moon-sik, both aged 64, told senior officials on Tuesday that they would leave the company, the sources said, declining to say why they had offered to resign. Biermann, a former BMW performance vehicle development official, adds to a flurry of foreign executives that Chung, 48, has brought in to the company typically dominated by Koreans. In October, Thomas Schemera, also a former BMW executive, was appointed to lead product planning for autonomous cars, connected and electrified vehicles, while Luc Donckerwolke, a former Bentley design chief, was appointed to oversee design at Hyundai and Kia. Hyundai Motor's third-quarter net profit plunged by two-thirds, hit by U.S. recall costs that added to its problems. The automaker was already suffering with weak sales in its key U.S. and Chinese markets. Hyundai's share price is down more than 10 percent this quarter, despite a recent rebound driven by a share buyback plan announced on Nov. 30. Reporting by Hyunjoo JinRelated Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Hyundai Le Fil Rouge concept shows the future of brand's design

At this year's Geneva Motor Show, Hyundai revealed a concept called the Le Fil Rouge, which in English means "the common thread." Though the car has an unusual name, it's important for the Hyundai brand because this car represents the future of the company's design. Elements found on this concept will be applied to all future Hyundais, be they sedans, hatchbacks or crossovers, which also partly explains the car's name. Hyundai says the name also comes from how the car builds on Hyundai's past design and is a "reinterpretation" of its 1974 Coupe Concept. We're not so sure about that last part, but we think the Le Fil Rouge is a mighty handsome sedan, and its future production cars should look pretty good. Aside from a "common thread" of design, Hyundai says the car's theme is "sensuous sportiness." That seems to translate into a low-slung, curvy, coupe-like sedan form. At the front, the nose is very low, and it's dominated by a massive version of Hyundai's corporate "cascade" grille. It's actually a bit reminiscent of the recent Lagonda sedan. It appears that the grille contains lighting elements all throughout. It should be easy to translate this design into conventional radiator grilles, huge lights, or simple, blocked off styling motifs for electric vehicles. This low, wide grille leads into a long hood and front fenders with classic rear drive proportions. The hood has two large creases in the middle that lend some aggression to the swoopy shape, and there are two bright metal accent lines that run up the sides and loop up and around the windows back toward the hood. Along the side, we find a bold character line that lines up with the end of the headlight. It trails back along the car and merges with the rear panel that would likely contain the taillights. The roof also has a bit of a fastback look, ending at the trunk lid. It also contains a rear window with a double-bubble shape. It's an elegant, organic car that does some cool things with lines and curves. It will be interesting to see how it translates to production cars. Related Video: Featured Gallery Hyundai Le Fil Rouge Concept: Geneva 2018 View 9 Photos Related Gallery Hyundai Le Fil Rouge concept View 13 Photos Image Credit: Live photos copyright 2018 Drew Phillips / Autoblog.com Design/Style Geneva Motor Show Hyundai Concept Cars Sedan 2018 Geneva Motor Show