Hyundai plans another live Super Bowl ad
Hyundai's Super Bowl spot will again take shape on game day.
The brand will highlight its Hyundai Hope on Wheels initiative, which is focused on finding a cure for pediatric cancer. The 60-second spot will air in the fourth quarter.
Hyundai's ad will include footage captured earlier in the day. Its agency of record, Innocean USA, will create the spot. The automaker says the ad will "surprise and thank millions of people who have contributed to the fight against pediatric cancer."
Innocean USA has experience with rapid-fire production during the Super Bowl.
The agency took a similar approach last year for Hyundai's ad when it filmed deployed soldiers in Zagan, Poland, as they were reunited with their families using 360-degree pods during the game. The soldiers were surrounded by a screen that allowed them to look around the NRG Stadium suite in Houston where their families were sitting and see the field as if they were there.
Hyundai Hope on Wheels provides grants to eligible institutions nationwide that are pursuing lifesaving research and innovative treatments. The organization is celebrating its 20th anniversary. Hyundai says the organization has awarded more than $130 million toward childhood cancer research in pursuit of a cure.
Hyundai teased the spot during the AFC and NFC championship games on Jan. 21.
During the pregame show, Hyundai will run an ad to pitch the upcoming Kona, its first subcompact crossover.
"Last year we honored military heroes who help make events like the Super Bowl possible. This year we'll celebrate heroes who help in finding a cure for pediatric cancer," said Dean Evans, chief marketing officer of Hyundai Motor America, in a statement. "This is another example of Hyundai's brand promise and our strategy to communicate what we stand for beyond great products. We want to bring people together and give them hope."
Hyundai is the official automotive sponsor of the NFL. Its presence in Minneapolis will include 275 vehicles on the ground.
Hyundai said it opened its activation this past weekend at the NFL's Super Bowl Experience driven by Genesis, pro football's interactive theme park. Hyundai says it is hosting current NFL players for autograph sessions at its space and providing fans with interactive elements like trivia and a football toss contest, along with prizes and other promotional giveaways.
The latest Hyundai vehicles, including the 2018 Kona, are on display, as well as a Super Bowl LII wrapped Tucson, the company said.
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