In its first year as an official NFL sponsor, automaker Hyundai is running four ads during Super Bowl 50. The goal is to highlight Hyundai’s safety, technology and convenience features and two specific models — and will be supported heavily with social media activity. The creative was developed by Hyundai’s agency of record, Innocean Worldwide, with regional HQ based in Huntington Beach, California.
The humorous spots feature actors Kevin Hart and Ryan Reynolds and will run in the coveted pre-kick time slot and in-game, featuring the 2017 Elantra and premium 2016 Genesis sedan.
"Super Bowl Sunday is our opportunity to participate in the most-watched TV and live event in the U.S. This is our first Super Bowl as an official NFL sponsor, and we wanted to use a unique storytelling approach and A-list talent to delight and entertain the fans while showcasing the latest technology available in our vehicles," said Dean Evans, chief marketing officer, Hyundai Motor America. "We are honored to be a part of the conversation during the most important day of the NFL season.”
“First Date,” a 60-second spot for the Genesis, stars Hart in a “dad-themed” role and was directed by actor, director, writer and producer Peter Berg.
"Part stuntman, part overprotective dad, altogether hysterically funny. There will be plenty of beer coming out of people's noses this Super Bowl, thanks to Kevin being in this spot," said Eric Springer, chief creative officer at Innocean.
“Ryanville,” for the Elantra, runs 30-seconds and features Reynolds in a lighthearted look at distraction and human nature. The spot was also directed by Berg.
"Ryan gave us so many funny moments, we could have made five more commercials," said Barney Goldberg, VP-group creative director at Innocean.
“The Chase,” a 30-second spot directed by Aaron Stoler and “Better,” running 60-seconds and directed by Fredrik Bond, round out the slate for Hyundai and Innocean. “Better" follows the life of a boy from birth to adulthood, in the quest to make the world a better place, and is the first ad in Hyundai’s new branding campaign.