Genesis luxury award
Genesis’ “First Date” Super Bowl spot starring actor/comedian Kevin Hart was named the Luxury Campaign of the Year.
The automaker wanted to make people laugh with the ad to make an impact on advertising’s biggest stage, but it didn’t want to use mindless goofiness. In the Hart spot, Hyundai connected with viewers with the relatable concept of a father’s love.
It was fun, but not overly goofy.
Dean Evans, Hyundai’s chief marketing officer, told Automotive News after the 2016 Super Bowl: “You can make people laugh with a monkey, but if you’re laughing around something a little more mature with a universal truth, I think it goes deeper and reflects better on your brand long term.”