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Super Bowl commercials: Hyundai enlists The Flaming Lips

Hyundai has enlisted the help of The Flaming Lips for its 2013 Super Bowl commercial.

Robert Cianflone

In what might prove to be the oddest cameo in any 2013 Super Bowl commercial, Hyundai has enlisted the help of psychadelic rockers The Flaming Lips for its 102-second spot. The band that once made an album with four CDs meant to be played simultaneously on four different music players has apparently succumbed to the siren of consumerism, albeit with a lot of creative control if the ad featuring absurdly tall stacks of pancakes and person-sized hamster balls is any indication:

The ad also debuts The Flaming Lips' new song, "Sun Blows Up Today," so the partnership between car company and rock band is mutually beneficial. Those who want to scream "sell outs!" should know that this isn't the first time the band has lent its music to commercials. For example, their song "The W.A.N.D." was featured in a 2007 Dell Inspiron commercial. The Oklahoma band also made a pump-up song for the Oklahoma City Thunder during the 2012 NBA Playoffs, and once appeared on an old episode of "90210."

Basically, you shouldn't be surprised by anything the band does at this point.

Photographs by coka_koehler used in background montage under Creative Commons. Thank you.