Oscar Night: Hyundai Grabs Spotlight

FOUNTAIN VALLEY, California — Hyundai is slated to be the most high-profile automaker during Sunday's broadcast of the 82nd annual Academy Awards. But there's a twist, since strict rules for TV ads mean the Korean automaker can't use its usual pitchman: Jeff Bridges.

Bridges is a best-actor nominee for the movie Crazy Heart. But the Academy of Motion Picture Arts and Sciences prohibits actors who are in the show from participating in commercials during their part of the show. This was a bit of a problem, since Hyundai has eight ads scheduled for its new Sonata and Genesis sedans.

Filling in for Bridges by reading voice-over copy will be Kim Basinger, Richard Dreyfuss, David Duchovny, Catherine Keener, Mandy Patinkin, Michael Madsen and Martin Sheen.

"It took seven stars to fill the void, but we're excited about the cast we've lined up for Oscar night," said Joel Ewanick, Hyundai Motor America vice president of marketing, in a statement.

Hyundai is in the second year of a three-year contract as the national automotive sponsor of the event.

Look for Mercedes-Benz to debut a new 30-second ad during the Academy Awards entitled "Tree of Innovation," which stars the S400 Hybrid, it said on Friday. The ad features the voice of Jon Hamm, one of the stars of the TV series Mad Men.

Entertainment observers are expecting this to be one of the biggest years for the Academy Awards, based on widespread interest in the nominees for best picture, which include Avatar, The Blind Side and Inglourious Basterds.

Inside Line says: Hyundai takes center stage at what observers are promising will be one of the best years ever for the Academy Awards. — Anita Lienert, Correspondent