Hyundai wants to have Oscars

13 years, 10 months ago - 25 February 2011

Hyundai is the exclusive automotive sponsor for the Oscar ceremony for the third year in a row

Hyundai is the exclusive automotive sponsor for event for the third year in a row. The Korean automaker is glowing up the hardware as it aims to be the most high-profile automaker at the 83rd Annual Academy Awards ceremony on Sunday. The car manufacturer will have a total of nine advertisements before and during the broadcast of Hollywood's biggest night, including two new spots for the Elantra and Genesis.

Hyundai confirmed Inside Line that it will not provide a fleet of vehicles, such as the limo-like Hyundai Equus, to carry stars such as James Franco and Anne Hathaway — this year's presenters — to the ceremony.

Interestingly, Hyundai's new Academy Awards ads are straightforward and low key — a very different approach from its 2011 Super Bowl ad blitz.

The new Elantra ad, dubbed "Drawing Board," takes direct aim at the Toyota Corolla, using quotes from media reviewers at places like Cars.com and Motor Trend.

The Genesis ad, dubbed "Greatest Luxury," takes a similar approach, drawing on reviewers' comments from U.S.News.com, Automobile Magazineand Motor Trend. The mark line on the Genesis ad is "Welcome to Reality."

Other automakers, such as Chrysler, are getting in on the pre-party action in the run-up to the Academy Awards. Earlier this week, Chrysler sponsored a party honouring the film The Fighter, one of the nominees for this year's best picture award. Stars including Amy Adams autographed the hood of a white Chrysler 300 with a felt pen.

"NBC purchased the vehicle from Chrysler," said Dianna C. Gutierrez, Chrysler manager of media relations. "They will auction it off with proceeds going to the American Red Cross." The date for the auction has not been set, she said.