Why would a company pay $2.5 million for a 30-second commercial? Just ask Hyundai Motor America. The Korean carmaker won accolades from consumers and ad industry watchers last year when it rolled out ads with a promise to drivers that if that if they lost their jobs after buying a Hyundai, they could walk away from their new cars and payments without destroying their credit. This year, the focus has shifted from the safety of purchasing a Hyundai to the safety of driving one. Joel Ewanick, Hyundai's vice president of marketing and Forbes' CMO of the Year in 2009, shares some details on the company's Super Bowl advertising plans for the Sonata. (See related story, "CMO Of The Year: Hyundai Motor's Joel Ewanick.")
