Hyundai is taking a page from Volkswagen's Super Bowl playbook.
The South Korean automaker wants to "turn the needle a little bit in the direction of more entertainment," John Krafcik, CEO of Hyundai's U.S. unit, said last month while outlining plans for NBC's Feb. 5 broadcast of the Super Bowl. "We'd like a little bit more memorability."
Last year's winners saw big -- and lasting -- market-share gains after buying spots in last season's final game. VW Passat interest surged 7% on Edmunds.com during the week after it aired a spot of a child playing Darth Vader compared with the prior four weeks, according to Edmunds.com, a Santa Monica, Calif.-based website that tracks automotive sales.
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