Yo-Yo Ma plays for Hyundai Genesis at Super Bowl XLIII

By Automotive Staff | January 08, 2009
Are you a fan of Yo-Yo Ma? If you are, we recommend you watch the upcoming Super Bowl XLIII. What? Yup, that's right. Apparently Hyundai will be using some of the famest cellist's music for its ads. Writes Reuters: A track from Ma's 2002 "Bach's Cello Suites Nos. 1, 5 & 6" (Sony Classical) will be heard in the spot for Hyundai's Genesis sedan. The campaign will also allow consumers to visit the Hyundai Web site to edit the ad's video and possibly the music heard in the spot. "Goodby was given free rein to take tracks off of the album," Sony BMG Music Entertainment vice president of music licensing Kenny Ochoa said. Our take? If Hyundai is trying to convey how "classical" its all-new Genesis is to the car buyers, well, it can't go wrong with Ma.