Hyundai had just a few hours to shoot and edit its ad during the game. The company was successful, and the result is moving.

If Super Bowl commercials scored points for the difficulty of shooting them, Hyundai’s spot that aired right after the game probably would have set a new high score. Rather than prepping an ad in advance, the automaker largely shot and edited its emotional clip while the New England Patriots were beating the Atlanta Falcons. The result was one of the more heartfelt commercials of the night.

Hyundai’s ad Operation Better showed U.S. soldiers’ reactions to virtually watching the Super Bowl with their families. To make that happen the company set up 360-degree cameras in the stands and streamed the video into a special room on the base where a display surrounded the chosen participants. Cameras recorded their reactions to seeing loved ones in this high-tech way.

Hyundai Super Bowl

According to Automotive News, creating the commercial was a gargantuan undertaking. Hyundai’s ad agency Innocean was able to film some B-roll ahead of time, but the bulk of the spot’s production had to happen during the game. A production team at the military base in Zagan, Poland, sent the video to a mobile studio at the stadium in Houston, Texas. Officials the National Football League, the broadcaster Fox, and the military were on hand to provide approval as soon as everything was ready.

“Doing something that’s bigger than a commercial and can help bring our country together when it seems impossibly divided is incredible,” said Eric Springer, Chief Creative Officer at Innocean, said in Hyundai’s release about the ad. “We wanted a challenge for this year’s Super Bowl, and we certainly gave ourselves one.”

2018 commercials:

The production team had a backup plan in case something went wrong, according to Automotive News. However, it’s keeping the alternative a secret since everything happened smoothly.

Audi and Michelin also opted for serious tones in their ads this year. The Four Rings’ spot was explicitly about pay and gender equality for women. The tire maker advertised the importance of its product by showing a trio people rushing home for different reasons.

Source: Hyundai, Automotive News

Gallery: Hyundai 2017 Super Bowl Ad

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For the First Time Ever, Overseas U.S. Troops Will Be Transported to the Super Bowl Through Innovative Technology

Experience Captured During Super Bowl LI to Run in the 90-Second Spot After the Final Whistle


FOUNTAIN VALLEY, Calif., Feb. 1, 2017 – At Super Bowl LI, some of the better moments will happen off the field in the hearts of those who make the Super Bowl possible. Hyundai Motor America, an official sponsor of the NFL and Super Bowl 50 USA Today Ad Meter winner, is bringing a first of its kind experience to those that deserve it most, by making this year’s game better for our soldiers overseas.

Hyundai will transport several U.S. troops from a base overseas to the heart of the action in stadium. Using custom built 360-degree immersive pods, Hyundai will allow the soldiers to feel as though they are in the stadium.

As announced recently, Hyundai and its marketing agency partner INNOCEAN Worldwide are working with renowned director Peter Berg (Patriots Day, Deepwater Horizon, Lone Survivor), Pony Show, and Film 45, to bring this never done before idea to life. The team will shoot, edit and produce a 90-second documentary in real time that captures this incredible experience. This piece will run after the final whistle in the first commercial break immediately following the conclusion of the game, before the trophy ceremony. Hyundai released two teasers during the AFC and NFC Championship weekend, featuring Super Bowl champions Joe Montana and Mike Singletary that hint at Hyundai’s creative. The full story will be told when the 90-second piece airs after the game.

“Hyundai has always had a strong relationship with the U.S. Armed Forces, and we wanted to give those who make the love and passion for football possible a unique and better experience,” said Dean Evans, CMO, Hyundai Motor America. “‘Better’ is our driving force and this campaign is an act of that brand philosophy. Using the latest innovations in video technology we will give our troops an experience they will never forget and one that viewers won’t want to miss.”

“This project combines two of my greatest passions—football and the military,” said Peter Berg. “I’m incredibly proud to be partnering with the Hyundai and INNOCEAN teams to bring the troops a better Super Bowl experience through cutting-edge technology. Editing the piece during the game itself is going to be intense, but we will have an incredible team in place on multiple continents to pull off this feat.”

“Doing something that’s bigger than a commercial and can help bring our country together when it seems impossibly divided is incredible,” said Eric Springer, Chief Creative Officer, INNOCEAN. “We wanted a challenge for this year’s Super Bowl, and we certainly gave ourselves one.”

This initiative continues and builds upon Hyundai Motor America’s commitment to the U.S. Armed Forces. G.I. Jobs named Hyundai a Top Military Friendly employer in 2017 and last year, Hyundai was recognized by as one of the Most Valuable Employers for Military, the only automaker to receive the honor. For several years, Hyundai has offered special discounts to military personnel and honored Memorial Day by enhancing its Military Incentive Program, aiding U.S. troops in purchasing a Hyundai vehicle.

To learn more about this program, view the teaser content and the final documentary film immediately following the Super Bowl, please visit


Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 830 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai’s 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for one year with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and In-Vehicle Service Scheduling.

For more details on Hyundai Assurance, please visit

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