Hyundai draws on film world for Oscar-night pitches

02/21/2013 | MediaPost Communications

Hyundai's "Big Voices, Big Places" media strategy matches up well with the Academy Awards telecast, writes Karl Greenberg. The exclusive auto sponsor of the awards will air two preshow spots and seven commercials during the show. Three new spots for the night all play off movie themes: An ad for Equus parodies movie trailers, a spot for Genesis has the sedan being followed by paparazzi and the Elantra is touted using a Hollywood-type "elevator pitch."

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