Hyundai ponders Super Bowl entertainment factor

12/14/2011 | Bloomberg Businessweek

Hyundai is hoping for last-minute heroics from Super Bowl advertising next February. The Korean automaker is committing to making a more entertaining commercial during the game knowing that last year popular child-Darth Vader Volkswagen Passat and Eminem Chrysler 200 spots elevated interest in those brands dramatically. "It does raise the bar because the other car companies look at what happened with the 200 and they figure 'We can do that too,' " says Edmunds' Jeremy Anwyl.

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