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For Super Bowl ad watchers (and we surely are), half the fun is the teasers. And the first one out of the gate this year comes from Hyundai, which is breaking a charming little snippet showing comedian Rachel Dratch trying, with predictable results, to teach Boston Red Sox legend David Ortiz to speak with a Boston accent. The campaign, for the brand’s Sonata automobile, will feature two other celebs with Boston ties, actors Chris Evans and John Krasinski, and was directed by Massachusetts native Bryan Buckley, writes Ad Age’s E.J. Schultz.
But what is the Beantown connection between a Korean-based automaker and its Huntington Beach, California-based agency, Innocean, to a game that will be held in Miami? Hyundai isn’t saying, but it we’d bet money that when the automaker began plotting its ad, it suspected that the New England Patriots would be playing in the Feb. 2 game. (For those of you who truly only watch football for the ads, the showdown at this point will include two of these four teams: The Tennessee Titans, Kansas City Chiefs, Green Bay Packers and the San Francisco 49ers. The Patriots, which have made 11 Super Bowl appearances, according to SI.com, were eliminated January 4. )
"It would have been serendipitous for Boston’s home team, the Patriots, to be in the Super Bowl again this year, but the spot is not reliant on any specific team being in the big game," a Hyundai spokesman told Schultz. "We think the humor will stand on its own and is something that will be enjoyed on a national level."
Or in Bostonian speak, a wicked pissa.
Inquiring minds can ask Hyundai Chief Marketing Officer Angela Zepeda, who will be among the speakers at Ad Age’s Inside Pages on January 28, along with execs from other Super Bowl stalwarts, to talk about the benefits of the Big Game. Among the 24 brands confirmed so far to buy into in the ad world’s biggest event: Olay, Heinz, SodaStream, Budweiser, Michelob Ultra and Michelob Pure Gold, Cheetos and Doritos. Armchair quarterbacks can keep track with our handy dandy chart here.