Published: Thursday, February 02, 2012, 5:30 AM
MONTGOMERY, Alabama -- Hyundai's Alabama auto factory and its employees are back in the Super Bowl advertising spotlight.
On Sunday, just before kickoff, the Korean automaker will air a TV spot that features the Montgomery factory, along with about 200 employees humming the theme song of the movie, "Rocky."
While this year's Alabama-themed spot likely won't be one that generates all the Monday morning water-cooler buzz, it helps the company make an important point with viewers, said David Griner, director of digital content for Birmingham ad agency Luckie & Co. and an editor and blogger for Adfreak.com.
"It strikes a tone that every company wants to strike with the public: They are still in America. They are still creating great jobs, and they are creating a high-quality product," he said. "You really can't go wrong with that combination."
"It's really a story of perseverance and achieving something in the face of difficulty," Mark Erwin, creative director of Hyundai ad agency Innocean Americas, said in a video about the making of the commercial.
Automotive advertising during the Super Bowl has become more competitive in recent years, said Griner, of Luckie.
Last year, Volkswagen was a big winner with its Star Wars-themed ad, while Chrysler's "Imported from Detroit" campaign generated a lot of buzz.
The one to beat this year is Honda's CR-V ad that features Matthew Broderick reprising his role as Ferris Bueller, he added.
"This has become the most competitive sector in Super Bowl ads," Griner said. "Even beer is not a competitive sector compared to cars these days."
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