If you're not a football fan, you may have just lost one reason for watching the big game this Sunday night (unless you're going to be watching in anticipation of a Tom Petty wardrobe malfunction). That's right, we've got the highly anticipated Hyundai Genesis Super Bowl Ads right here, right now.

The Korean automaker's two new 30-sec spots take dead aim at German (rival?) automakers BMW and Mercedes-Benz and a tiny little swipe at Lexus (also rival?). Smugly touting their new 375hp V8, Hyundai is obviously trying to appeal to a more demanding clientèle and taking a little bit of an understated approach to the whole glitz-and-glam we normally expect from big budget big game ads. We think there will be quite a few people second-guessing their luxo-badge-snobbery come Sunday. And hey, does it seem like Hyundai's finally picked a front grille for the Genesis?