In the ad breaks of TNT’s Legends pilot, a three-part story will feature the all-new Genesis model
Car manufacturer Hyundai will air a three-part short film during the commercial breaks of next Wednesday’s Legends pilot. Based on an award-winning book by spy novelist Robert Littell, Legends stars Sean Bean (Game of Thrones, The Lord of the Rings) as Martin Odum, an undercover agent working for the FBI’s Deep Cover Operations division with the ability to transform himself into a different person for each job.
The new series of commercials were exclusively made to air during the show’s premiere on August 13. This marks the first branded content collaboration between Hyundai and the television network TNT. They partnered with the content shop New Form Digital to create the 11-minute ad. New Form Digital has Academy Award-winning producer Brian Grazer and film director, producer and actor Ron Howard as partners and investors.
The short film, titled The Genesis, is eleven minutes long and split into three parts. The sci-fi story aims to leave viewers wanting to know what’s going to happen in the next part. The plot revolves around a man chasing a shady corporation that has kidnapped his girl.
The short film incorporates the all-new redesigned Hyundai Genesis sedan, which plays a major role without taking away from the action or making viewers feel bombarded with advertisements. The Genesis is said to embody the dramatic suspense of Legends, while signifying the bold appeal of the Hyundai Genesis as it’s seamlessly integrated as the main character’s vehicle throughout the storyline.
The sci-fi short helps to promote the automaker’s car, while also luring in more viewers for the upcoming TNT drama. The Genesis complements the Hyundai’s overall multi-screen, season-long series sponsorship, developed to highlight the vehicle’sbold design and inspiring technology through seamless in-show brand integration and television, digital and social promotion.
This branded content collaboration is part of a larger partnership around the new TV show, as Hyundai also has exclusive category sponsor rights for it and will sponsor its digital versions as well. TNT’s marketing for Legends has been impressive. Along with this short film for the ad breaks, they launched an online campaign that poked fun at Sean Bean’s tendency to play characters who meet an unfortunate end. They hashtag #dontkillseanbean went viral after TNT started the campaign last month.