Monday, February 2, 2009

2009 Superbowl Ads: Hyundai's World Domination

From the Imaginary Reviewer at the Imaginary Review

Football, like many team sports, can be seen as a metaphor for war. There's the need to gain territory, offensive and defensive strategies, the crushing desire for victory and, of course, the metal hats that keep your head from getting hurt.

So maybe it was just because it was shown within the context of the Superbowl that this ad brought to mind a certain - how can I put this? - international conflict.

Is it just me? Am I the only one here who sees businessmen from a Japanese company and a German company getting all upset about Hyundai's success, and thinks, "Heh, in your face AGAIN, Axis Powers!"? There's points in this ad when I feel like I'm watching that scene from the film Downfall when Adolf is going mental in the bunker, only instead of realising he's lost the war, he's realising that his company's dominance in the North American luxury vehicle market is being eroded by an up-and-coming Korean car manufacturer.

It's like the ad is suggesting that in some way, Hyundai is somehow preventing a potential rise in global facism by keeping BMW and Lexus in check. I'm not crazy, am I? Isn't that the beginning of the theme music to The Dambusters playing in the background?

Pause the ad at 29 seconds: doesn't the big screen show a split second from the end of The Great Escape, with Steve McQueen jumping over the fence on a motorcycle? A Hyundai motorcycle? No, wait, maybe I am going crazy. I should probably close my eyes and count to ten.

Christ, this ad makes me want to buy a Hyundai, and not because I like the cars, not because I need one, but because I feel like I'd be helping out with the war effort! Never mind that the war ended more than sixty years ago, you can't be too careful when the freedom of the world is at stake! Sign me up for two, and I'll take some war bonds while you're at it!

I tell you what, though: Ferrari must be pissed that they didn't make it into this ad. Just saying.


the iNDefatigable mjenks said...

The makers of Ferrari are still trying to figure out how they can hold their territory gains in Ethiopia.

pistols at dawn said...

Good - I'm glad I'm not the only one who made this exact comment (which was, "Well, I'm glad somebody had the good taste to reunite the Axis powers. Nothing makes me want to buy a car like making Germans and the Japanese mad!").

I wish they'd shown a Hyundai label on the Enola Gay instead, but what do I know from advertising?

Morgan the Muse said...

and what about Jaguar? They got snubbed as well. Geez.