Video: Flaming Lips debut lyric video for “Sun Blows Up Today,” to be featured in Hyundai Super Bowl ad
Oklahoma City-based psychedelic rockers The Flaming Lips have debuted an appropriately eye-popping lyric video for their ear-grabbing new track “Sun Blows Up Today”
As previously reported, The Lips and Warner Bros. Records announced Thursday the long-awaited release of “The Terror,” the band’s 13th studio album, on April 2 in the U.S.
The digital pre-order of “The Terror” will begin on Tuesday through the iTunes Store and other participating digital retailers. All pre-orders will include an instant gratification, non-album, bonus track titled, “Sun Blows Up Today,” according to the news release.
The release also revealed that “Sun Blows Up Today” would be the music bed for a TV commercial set to air during the Feb. 3 Super Bowl. According to Billboard.biz, the super-catchy jam will be featured in one of Hyundai’s four spots during the big game, a 60-second commercial that will feature the band on-camera performing the new, custom-written song bearing that name.
The commercial showcases Hyundai’s Santa Fe, a crossover SUV, and was created by in-house ad agency Innocean, according to the trade publication.
Advertisers are paying upward of $3.7 million just to air their spot during the big game, and major synchs can fetch anywhere from the lower end of $100,000 to upward of $1 million, depending on the artist, number of territories airing the ad, the length of the commercial “flight,” or airtime (some run for a year), and whether the song has been synched previously, according to Billboard.biz.
Hyundai VP of marketing Steve Shannon told the trade magazine that the Lips were on a “very short list” of bands the automaker wanted to feature in its Super Bowl spot, and quickly rose to the top after the band noted it was preparing for the release of “The Terror.” In a matter of weeks, not only did the band sign on for the spot and the original song, the track was eventually confirmed for inclusion as a digital bonus track for its upcoming iTunes release.
“The Flaming Lips are very much like Hyundai,” Shannon tells Billboard.biz. “They’re a little offbeat. They’ve been around a long time and they continue to reinvent themselves.”
As part of the partnership, Hyundai will give away 100,000 free downloads of the Lips track at hyundai.com, along with sponsoring the lyric video of the song and 30-second radio ads to drive tune-in to the spot and awareness for the Lips’ upcoming album, according to to the trade publication.