At the start of the year, Hyundai was in the process of rebranding with the line, Better Drives Us. Our task was simple: launch Hyundai’s new brand direction in a way that proved our dedication to making people’s lives better, rather than just talk about it. This commercial was meant to make a statement about Hyundai’s brand promise to the 122 million people watching the Super Bowl.
Typically, brands have months to create an ad for the Super Bowl. This year, Hyundai made our Super Bowl ad during the game, and it aired immediately after. Three 360-projection pods streamed the game live from Houston. Each of the live streams were stitched together and transmitted to pods in Poland. The audio was done in real time so the soldiers could speak with their families as if they were next to them. Since the ad had to air immediately following the game, the reactions of the soldiers were filmed during the first quarter. Footage was uploaded via satellite to edit trucks located in the stadium in Houston. We had two hours to edit, color, finish and mix the :90 ad. Before it could ship, it needed approvals from Fox Sports, the NFL, Hyundai and the Department of Defense. This ad is a world’s first in many ways.
The ad was viewed 41 million times in 5 days. Hyundai ranked 1st in overall positive sentiment amongst all OEM without showing any car or being an in-game spot. Brand sentiment grew 50%. Social media mentions rose 847% and there were over 90 million PR impressions. #1 most attention-grabbing spot, #1 most effective spot, #1 in ad effectiveness and Hyundai ranked #1 on Ad Age’s viral video chart. Total social engagement rose 339% over previous year. According to Adweek, it was the most effective and most emotional ad of the Super Bowl. The ad views per day, 5.3 million, was 573% higher than other automakers and 191% higher than other brands. Hyundai had the best February sales in their history.
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