Ultimately, Hyundai decided to stay in the game and will use its two 30-second spots to promote its luxury sedan, Genesis, which will be available in the summer and is priced around $30,000.
"Unlike the majority of Super Bowl advertising which attempts to make the audience laugh, Hyundai's ads are intended to make the audience think," said Joel Ewanick, vice president of Marketing for Hyundai Motor America.
Both spots, which were posted on the company's website before the game, make light of the high expectations viewers have of Super Bowl commercials.
"We're not sure what the USA Today ad meter will think of this commercial tomorrow, but we're pretty sure that Mercedes, BMW and Lexis aren't gonna' like it," says a voice-over in one of the spots.
