That heartstrings-first format carries over for Super Bowl LII. This time, the automaker aims the spotlight on its non-profit Hyundai Hope on Wheels, which is focused on finding a cure for pediatric cancer. For every Hyundai vehicle purchased, Hyundai and its U.S. dealers make a donation to the organization. The associated tagline: "Hope comes standard on every Hyundai."
Dean Evans, Hyundai's chief marketing officer, said there's plenty of time to tout its vehicles throughout the year. The brand, Evans said, is using the game to relay what it hopes will be a more resounding message.
To create the ad, Hyundai surprised several Hyundai owners who were invited by the automaker to attend NFL Experience festivities at the Minneapolis Convention Center last weekend. The unsuspecting subjects, who were told they'd receive gifts at the event for being owners, were funneled through metal detectors that Hyundai dubbed "hope detectors."
The machines beeped and displayed a heart when the Hyundai owners went through. They were then ushered into a backroom for an apparent secondary screening, but they instead watched a video of pediatric cancer survivors thanking them for supporting research through their Hyundai purchases.
As the video ends, the survivors in the video join them in the room to meet. The 60-second spot was produced by Innocean USA, Hyundai's agency of record. It airs in the fourth quarter.
It was originally supposed to feature game-day footage, but Hyundai said Sunday afternoon that none was included.
"The Super Bowl sometimes is a cultural reflection on what's going in the world, especially the United States." Eric Springer, chief creative officer of Innocean USA, told Automotive News. "We may not have a physical car in it, but the Jedi mind trick in the unearthing of a simple truth is hope is our greatest feature, and it comes standard on every Hyundai."
