Dive Brief:

• Hyundai Motor America is running a Super Bowl ad starring Massachusetts native actors including Chris Evans, John Krasinski, and Rachel Dratch alongside Boston Red Sox star David "Big Papi" Ortiz, the company revealed in a press release.
• The 60-second spot is the brand's 12th Super Bowl ad over the past 13 years and will run in the game's first quarter. Innocean USA, Hyundai's agency of record, created the spot.
• The ad will premiere during the Super Bowl Greatest Commercials 2020 special on CBS on Jan. 27. The car company dropped a teaser video in advance of the game that features Rachel Dratch coaching Dominican-native David Ortiz on how to speak with a Boston accent.

Dive Insight:

Hyundai has relied on the Super Bowl for its big brand push for more than a decade, and this year will rely on big names and humor to rev its engines.

Last year, the brand made a departure from heart tugging ads with "The Elevator," a humorous spot starring actor Jason Bateman. This year follows the trend with a bit of comedy, and the company is hoping to take advantage of the big game spend by building buzz on social media and releasing a teaser in advance.

The company skipped the big game in 2015, a year that was light on car advertisers to prioritize its other marketing mix, but returned in 2016 with "Date Night," starring Kevin Hart as a dad that stalks his daughter on a first date. Surprisingly, the carmarker dropped out the year after earning second most effective ad of the year with "Dad's Sixth Sense," an ad that tugged on heartstrings of active dads, per Ace Metrix.

Hyundai has bounced between emotional and entertaining approaches in its spots in recent years. In 2017, it ran "A Better Super Bowl," in which Hyundai surprised three American service members overseas by virtually reuniting them with their families who were attending the game. In 2018, they ran the "Hope Detector" spot, where random Hyundai owners were stopped at TSA in airports to meet cancer survivors that benefited from Hyundai donations to their cause.

The new campaign comes on the heels of the brand hiring Angela Zepeda as CMO last October, following the departure of Dean Evans. Zepeda was SVP and managing director at AOR Innocean. Zepeda has 25 years of experience including roles at TBWA\Chiat\Day, Doner and FCB, as well as expertise in marketing to women. Curiously, the latest teaser focuses on a female actress, a first in the brand's Super Bowl history.