Hyundai, Toyota Set for Spotlight at 2013 Academy Awards Ceremony


  • 2013 Hyundai Genesis Picture

    2013 Hyundai Genesis Picture

    The 2013 Hyundai Genesis aims to steal the spotlight at the 2013 Academy Awards ceremony. | February 22, 2013

3 Photos

Just the Facts:
  • The 2013 Hyundai Genesis and the 2013 Toyota Avalon Hybrid Livery Edition are just two of the cars jostling for the spotlight at the 2013 Academy Awards ceremony.
  • Hyundai will dominate the broadcast, airing nine commercials, including three new spots.
  • Toyota told Edmunds it will take an unnamed actress to the Oscars on Sunday in the Avalon Hybrid Livery Edition and hopes she tweets about her ride.

COSTA MESA, California — The 2013 Hyundai Genesis and the 2013 Toyota Avalon Hybrid Livery Edition are just two of the cars jostling for the spotlight at the 2013 Academy Awards ceremony.

Hyundai will dominate the broadcast, airing nine commercials, including three new spots, including one for the Genesis entitled Paparazzi.

Toyota told Edmunds it will take an unnamed actress to the Oscars on Sunday in the Avalon Hybrid Livery Edition and hopes she tweets about her ride.

"Unfortunately we can't share her name with you as her management didn't want to do any pre-event publicity," wrote Greg Thome, a Toyota spokesman, in an e-mailed message. "We're hoping she may do some social media comments on her own and that the new black-on-black Livery model will catch some people's eyes and spark some interest. We think a car as premium and spacious as the new Avalon, plus being a 40-mpg hybrid, will be intriguing to some people who see it."

Chevrolet jumped on the Oscar bandwagon as well, showing off photos of celebrities with its 2013 Chevrolet Spark at a pre-Oscar party this week. Posed in front of the car were Helen Hunt, a best-supporting actress nominee for her work in The Sessions, and actor Orlando Bloom.

Automakers are anxious to take advantage of the buzz surrounding this Sunday's 85th annual Academy Awards to build awareness of their brands.

Hyundai, the exclusive automotive sponsor of the Academy Awards broadcast for the fifth straight year, plans to run seven 30-second spots during the ceremony and two 30-second ads during pre-show coverage. Three of the ads are being shown for the first time and are voiced by Oscar-winning actor Jeff Bridges.

All the spots are appropriately targeted to the occasion. Equus the Trailer, starring Hyundai's full-size Equus luxury sedan, mimics an action-movie trailer. One for the sporty Genesis, entitled Paparazzi, plays on the evening's movie-star theme. The third new ad, called Elevator Pitch, features a pitch to a producer for a film about the compact Elantra.

Fiat's "Into the Green" program, launched this past November to promote the company's all-electric 500e, is sponsoring two events during Oscar week. One, co-hosted with Vanity Fair on February 21, and one on Saturday, in conjunction with the program's beneficiary, the Motion Picture and Television Fund (MPTF).

At each Fiat event, a celebrity will be assigned a 2013 Fiat 500e, to be delivered in April to coincide with the U.S. launch of the model, and then drive it for a time before it is auctioned off at a special benefit for the MPTF.

Edmunds says: Can Academy Awards fever translate to new-car fever and result in a big payoff for manufacturers?

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