• by Karl Greenberg , February 23, 2011

As part of its "Big Voices in Big Places" strategy, Hyundai Motor America will be, for the third consecutive year, auto-exclusive sponsor of the Academy Awards. The Fountain Valley, Calif. automaker will air nine TV ads during TV coverage of the event. As he did last year, official voice of Hyundai Jeff Bridges will opt because he is up for an award for "True Grit."

As sponsor of the 83rd Academy Awards, on Feb. 27 on ABC the automaker will air two pre-show spots and seven ads during the awards ceremony itself. For four of the ads surrounding the "Best Actor" award -- for which Bridges is nominated -- Jason Bateman will be voiceover talent.

The ads will tout the Sonata, Sonata Turbo, Sonata Hybrid, the new Elantra, the Genesis and Equus. Two of the ads, which will run in ad pods around the broadcast of the red carpet entrances, will talk about the three power train options for Sonata, and the Equus sedan.

"Hollywood's biggest night is a pillar of our 'Big Voices in Big Places' strategy, positioning Hyundai in the most-watched, high-profile advertising venues," said John Krafcik, president and CEO, Hyundai Motor America.