Super Bowl Commercials 2013: Hyundai Scores Touchdown with Big Game Ad

Ryan RudnanskySenior Writer IFebruary 4, 2013

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With a 30-second commercial costing over $3 million during the Super Bowl, the pressure was on to deliver an ad that would boost a company's mass appeal.

Hyundai was one of the companies that got it right on Super Bowl Sunday.

The latest commercial by the car company begins with a kid getting pushed around by a bully, telling him, "Come back when you have a team."

The kid proceeds to gather up all of his friends, ranging from some neighborhood weightlifters to a welder to a bear wrestler to an accomplice carrying a man out of a burning building.

With a look of determination in their eyes, the kids then proceed to meet up with the bully complete with their new team. When the bully says, "Here, kick off," he's immediately pelted by a football.

The actual Hyundai car didn't have much to do with the revolution (besides the fact that the kid's mom drove the kids back to the field), but we've come to realize throughout the years that commercials don't exactly have to directly promote a product; they just have to make an impact to gain attention.

That's where the Hyundai ad succeeds in spades. 

According to Brian Steinberg of of, in-game commercials for the Super Bowl this year cost between $3.7 million and $3.8 million. With that kind of cash being thrown around, companies need to make a favorable impression among viewers first and foremost.

Hyundai used humor to make an impression this year and you only had to witness onlookers laughing to know the car company did just fine. In fact, humor has generally worked very well for companies in commercials.

Whether any ad on Super Bowl Sunday was worth spending nearly $4M on is still up for debate, but Hyundai's ad stands to be among the best when all is said and done.