Hyundai ups the ante with a real-time Super Bowl spot

Hyundai said it will shoot its Super Bowl 51 spot on game day.

In a move slightly reminiscent of GoDaddy’s last-minute 2015 spot, reigning USA Today Ad Meter winner Hyundai Motor America announced it is returning to Super Bowl 51 with what it calls “an even more ambitious and creative program that will mark several Super Bowl breakthroughs”.

The breakthroughs? Shooting, editing and producing a 90-second documentary in real time during the game that will run in the “post-gun” slot, or the first commercial break following the end of the game. No pressure, right?

Hyundai said this spot will “capture some of the best off-the-field Super Bowl moments.”

“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 of Hyundai Motor America, in a statement. “Our brand commitment is to make things ‘better’ and we are going to give some deserving fans an experience they will never forget. [Patriots Day Director] 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 said it will also 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.”

Hyundai said 2017 marks the ninth time in 10 years it has participated in the game. The creative is under development by Hyundai’s agency of record, Innocean Worldwide.

Hyundai’s Super Bowl marketing program will also include an on-site activation at Super Bowl Live in Houston, the 10-day fan festival leading up to the game. Hyundai said the 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.”

Hyundai is also in its second year as an official NFL sponsor and noted it is the official car and SUV of the league. It also has relationships with six NFL teams, including the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers.

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