Hyundai’s Super Bowl ‘hope’ ad leaves out the cars

on Feb5

Hyundai selected the owners in the spot with the help of local dealerships in Minneapolis.

The Super Bowl is always a high-pressure atmosphere for an advertiser. That’s especially the case for Hyundai, which has spent heavily for the credibility that comes with being an official NFL sponsor and is looking ahead to some key product introductions after a rough sales year.

But once again, Hyundai decided to park the cars for its marquee late-game spot, hoping to sell an idea that’s bigger than the Kona subcompact crossover: hope in the face of cancer.

Hyundai has done its share of prototypical cars-and-gags Super Bowl ads featuring celebrities such as Ryan Reynolds and Kevin Hart, and found plenty of success that way.

Last year, though, it embraced a new car-free formula when it virtually transported U.S. soldiers stationed in Poland to Houston’s NRG Stadium and reunited them with their families through 360-degree video pods.

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.”

{{title}}


{{abstract}}

Read more >



Previous postRyanair says third quarter profits up but warns of possible disruption, lower fares Next postEagles open 15-3 lead midway through second quarter

Leave a Reply

Your email address will not be published. Required fields are marked *



Los Angeles Financial times


Copyright © 2020 Los Angeles Financial times

Updates via RSS
or Email