Hyundai Motor America, an official NFL sponsor returned to the Super Bowl LI with a plan for a very creative advertisement. The company decided to film a 90-second documentary during the game in a mission to capture some of the best off-the-field Super Bowl moments.
The ad, which ran in the “post-gun” slot, the first commercial break that immediately follows the conclusion of the game and just before the trophy ceremony was emotional, well executed, and a total success.
Directed by renowned director Peter Berg, known for films including Patriots Day, Friday Night Lights, and many others, the ad was filmed during the game from a U.S. military base in Zagan, Poland.
Hyundai used satellite technology and 360-degree immersive pods, to connect a few featured soldiers with their families so they could enjoy the Super Bowl together.
The ad, called “Operation Better”, took footage from an undisclosed U.S. military base in Zagan, Poland. Using satellite technology and 360-degree immersive pods, Hyundai arranged for the soldiers to watch the game in a high-tech, enclosed pod that provided the in-stadium fan experience in Houston.
“Millions of people just watched the Super Bowl which wouldn’t be possible without our troops,” read a message that kicked off the spot. “That’s why Hyundai made their Super Bowl a little better.”
The Hyundai marketing team, Berg and lead agency Innocean finalized the spot in a trailer stationed outside the stadium.
“It was an incredible night at the Super Bowl and we were honored to give a few soldiers a virtual reunion with their families as a thank you for everything they do for us,” Dean Evans, Chief Marketing Officer at Hyundai Motor America told DIVERGE. “At Hyundai, ‘Better’ drives us and this act of the brand was a showcase of our belief that everyone deserves better.”
“The team, including Peter Berg and our agency partner Innocean, pulled off a very complex and challenging spot flawlessly and we couldn’t be more pleased at how it all came together,” he added.
(Images below are provided by Hyundai and through screen grabs from the ad.)
Let’s see what others had to say:
Hyundai ad of US soldiers serving in Poland was amazing. Thank all those that are serving us overseas to keep us safe.
— Jeb Bush (@JebBush) February 6, 2017
That Hyundai commercial was the best one yet👍🏼👍🏼👍🏼#SuperBowl
— Kris Bryant (@KrisBryant_23) February 6, 2017
Unbelievable and joyous #SuperBowl ad: Hyundai’s live commercial put deployed soldiers at Super Bowl with families https://t.co/5OltgG9CfU
— Jessie Jane Duff (@JessieJaneDuff) February 6, 2017
