Let’s hope director Peter Berg (known for movies like Patriot’s Day and Lone Survivor) isn’t a big NFL game. He’s going to be pretty busy during Super Bowl 51, as Hyundai has enlisted him to shoot and edit a 90-second commercial live, during the football game.
Hyundai says it will air teaser commercials ahead of time, but otherwise has not commented on the content of the Super Bowl ad, other than to say it, “will capture some of the best off-the-field Super Bowl moments.” However, Hyundai Motor America CMO Dean Evans hinted in a statement that the ad may involve customers and fans.
“Our brand commitment is to make things ‘better’ and we are going to give some deserving fans an experience they will never forget,” he said. “Peter Berg and his team will be capturing it live during the game and we can think of no one better to tell what will be an amazing story.
The 90-second ad will run in the “post-gun” slot, the first commercial break after the end of the game. According to Ad Age, that spot is not traditionally considered a prime Super Bowl ad placement, but can be significantly cheaper than placing an ad earlier in the game.
Last year, Hyundai’s Super Bowl commercial “First Date” won the USA Today Ad Meter award. The ad featured Kevin Hart as an overprotective dad who uses Blue Link telematics features to monitor his daughter.
This is the second year that Hyundai has been an official sponsor of the NFL.
Hyundai Motor America, an official NFL sponsor and the reigning 2016 USA Today Super Bowl Ad Meter winner, is back for Super Bowl LI with an even more ambitious and creative program that will mark several Super Bowl breakthroughs. Hyundai will film a 90-second documentary during the game that will capture some of the best off-the-field Super Bowl moments. The spot will run in the “post-gun” slot, the first commercial break that immediately follows the conclusion of the game and just before the trophy ceremony.
Hyundai has tapped renowned director Peter Berg (Patriots Day, Deepwater Horizon, Lone Survivor, among many others), Film 45 and Pony Show Entertainment to shoot, edit and produce the 90-second documentary in real time. Leading into the Super Bowl, Hyundai will release two teasers during the AFC and NFC Championship weekend, featuring NFL Legends Joe Montana and Mike Singletary that will begin to hint at Hyundai’s program.
“Super Bowl is the biggest day in advertising and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further,” said Dean Evans, CMO, Hyundai Motor America. “Our brand commitment is to make things ‘better’ and we are going to give some deserving fans an experience they will never forget. Peter Berg and his team will be capturing it live during the game and we can think of no one better to tell what will be an amazing story.”
Hyundai is a long-time Super Bowl advertiser and 2017 will mark the ninth time in the last 10 years that it has participated in the game. The Super Bowl creative is under development by Hyundai’s agency of record, INNOCEAN Worldwide, Huntington Beach, Calif., which created three of the top six commercials for the 2016 USA Today Ad Meter for Hyundai.
Hyundai’s Super Bowl marketing program will also include an on-site activation in Houston at Super Bowl Live. The Hyundai space will include an opportunity for fans to interact with Hyundai vehicles and learn about its history of innovation, the overall theme of Super Bowl Live. Put on by the Houston Super Bowl Host Committee, Super Bowl Live is a free-to-the-public nine day fan festival that will feature live music, entertainment, and sponsor activations for fans to enjoy. Advantage International will be managing the activations on behalf of Hyundai.
Hyundai is in its second year as an official NFL sponsor and is the official car and SUV of the league. It also has relationships with six teams, including the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers.