The Flaming Lips & Hyundai Partner to Produce 'Epic' Super Bowl Ad

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Related: Super Bowl XLVII, The Flaming Lips

"Sun Blows Up Today" is also currently available for sale on iTunes and is the featured instant grab track. In addition, a lyric video on the new single can be viewed here:

"We are thrilled to be part of this cutting-edge campaign which perfectly reflects the symbiotic relationship between rock 'n' roll and advertising," said Lori Feldman, senior vice president, Brand Partnerships and Music Licensing, Warner Bros. Records. "In this case, both teams recombined their collective Visions into one cohesive, modern and ultimately fun approach to the creative. This is collaborative brand partnership at its best."

"From the beginning concepting stages of 'Epic PlayDate,' we knew we wanted to partner with a band that was truly iconic and culturally relevant for the Hyundai consumer," said Greg Braun, executive creative director at INNOCEAN USA. "The Flaming Lips are revered by fans for their originality, authenticity, and sheer artistic innovation. These qualities are true to Hyundai's brand and the reason why this collaboration made so much sense."

The Flaming Lips are renowned for their psychedelic alternative rock, one-of-a-kind live events, and numerous collaborative projects with everyone from Pete Townshend and Chris Martin to Ke$ha and Yoko Ono. The band has been nominated for seven Grammy Awards and won three, including two for Best Rock Instrumental Performance. The Flaming Lips songs have garnered mainstream appeal and visibility appearing on many soundtracks, yet they remain an insider's band, with a rabid cult following. Well into their third decade, the band continues on, stronger than ever, playing in festivals and packing auditoriums around the world.

In addition to "Epic PlayDate," Hyundai has released three all-new Super Bowl commercials in advance of the Big Game. View all five game day ads here:

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