Hyundai Brings A-Game to the Super Bowl 50

The push features a 60-second spot during pre-kick time slot and pre-game and two 30-second commercials during the game

Hyundai has hopped on as an NFL sponsor for the first time and will introduce a series of four advertisements scheduled to run on Super Bowl Sunday in line with a major marketing push. The campaign will run a 60-second spot during the pre-kick time slot and pre-game, and two 30-second commercials during the Big Game.

Leveraging the presence of Hollywood’s Kevin Hart and Ryan Reynolds, the carmaker will highlight the safety, technology, and convenience features of its brand new 2017 Elantra and premium 2016 Genesis sedan. The creatives by Innocean Worldwide are designed to drive digital and social media interaction.

“Super Bowl Sunday is our opportunity to participate in the most-watched event in the United States. We wanted to use a unique storytelling approach and A-list talent to delight and entertain fans while showcasing the latest technology available in our vehicles,” said Dean Evans, CMO at Hyundai Motor America.

A 60-second spot, First Date, airs during pre-kick and highlights one of the incredible technology features of Hyundai’s premium Genesis sedan. Directed by Pony Show Entertainment’s Peter Berg, it features Kevin Hart who plays dad and spotlights the celebrity’s Hyundai Blue Link Car Finder feature.

The Chase, a 30-second in-game video slated for the first quarter zooms in on the convenience of the new Elantra’s voice-activated Blue Link Remote Start feature. Viewers will see how the feature can truly be a lifesaver. The spot was directed by Aaron Stoller of Biscuit Filmworks.

Ryanville, a complementary 30-second in-game spot timed to the second quarter, it showcases the advanced safety features of the same. Another Berg production, it tests the ability of two women in keeping their eyes on the road while driving through an extremely distracting neighborhood.

Hyundai’s 60-second pre-game spot, Better, follows the life of a boy from birth through to adulthood as he strives to make the world a better place. It captures the company’s mission to make its vehicles and the entire consumer experience better. It was directed by Fredrik Bond of MJZ Productions.