Super Bowl Marketing Features Hyundai Hope On Wheels

Sixty Second Super Bowl Commercial Captures Emotional Surprise of Hyundai Owners

For the first time ever, Hyundai featured its non-profit organisation, Hyundai Hope On Wheels, in its Super Bowl marketing.

In an emotional commercial that opens with fans streaming into what they think is part of the Super Bowl Experience driven by Genesis, they enter what appears to be a typical security checkpoint with metal detectors. As part of their process, they place their keys in a bin.

As they go through the device, suddenly a red heart lights up above the heads of Hyundai owners and they are pulled aside for what seems to be a secondary screening.

At this point, they enter a darkened room that suddenly lights up with an emotional video of pediatric cancer survivors and their families thanking them for their donation to pediatric cancer research by having purchased a vehicle from the brand.

The devices outside the room were, in fact, Hope Detectors—detecting the hope that owners provided through donations to pediatric cancer research with the purchase of every vehicle over the last 20 years.

In an emotional surprise, real life pediatric cancer survivors came from behind a false wall to surprise and thank owners in person for their contributions. The emotional union happened as the two families were in tears and hugged as they greeted each other.

“One in 285 children in the US will be diagnosed with cancer by the time they are 20 years old, but only 4% of US federal funding is dedicated solely to childhood cancer research. Raising awareness for childhood cancer and celebrating those who have helped find a cure for this terrible disease is part of our mission, and getting to do that at the Super Bowl was a great honour,” said Zafar Brooks, Program Executive Director, Hyundai Hope On Wheels.

“Not many brands can say they deliver ‘hope’. In this year’s Super Bowl campaign, it was not only about selling cars; it was about expressing the ‘hope’ that is intrinsic to the Hyundai brand,” said INNOCEAN USA Chief Creative Officer, Eric Springer.

Hyundai was a two-time winner of the World Branding Awards, in the Automotive category.