A Hyundai Super Bowl XLIII ad aired on February 1, 2009 to reinforce their new "Hyundai Assurance" program. The program allows any owner to return their recently purchased vehicle if they lose their primary source of income within one year of purchase. Hyundai also aired two other commercials, one before and one during the game.

On January 27, 2009, Hyundai made an official announcement to reorganize their Super Bowl advertisement plan.The New York Times: Advertisers Change Game Plans for Super Bowl (January 27 2009) They had originally planned to run two spots focused on their brand new Hyundai Genesis Coupe, touting it as a sports vehicle. However, due to the economic environment surrounding the Super Bowl, the manufacturer decided to replace the ads with ones that reflect Hyundai's commitment to aid their consumers.The New York Times: Advertisers Change Game Plans for Super Bowl (January 27 2009) The ad for the Genesis coupe will air before the game.The New York Times: Advertisers Change Game Plans for Super Bowl (January 27 2009) The first will introduce a program entitled Hyundai Assurance that will allow owners to return their car if they lost their job in a year after purchase. The other commercial will reflect Hyundai's commitment to excellence with its 2009 "Car of the Year" award.The New York Times: Advertisers Change Game Plans for Super Bowl (January 27 2009)

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