Hyundai will be returning to Super Bowl LIII, marking its fourth year in a row advertising in the NFL’s championship game and the brand’s 11th appearance in the past 12 years.
Innocean, Hyundai’s agency of record, is currently in the process of developing the campaign which is set to include a 60-second spot in the first quarter, a 30-second pregame ad and experiential activations in the host city of Atlanta.
“After more than a decade of Super Bowl experience and well-regarded creative executions, we are excited to return to the Big Game with fresh, new content that uses the successful formula we’ve refined over the years,” Dean Evans, CMO of Hyundai Motor America said in a statement. “The Super Bowl is America’s largest stage that allows us to entertain a massive audience while sharing our latest brand and product messages.”
Although the automaker did not release any creative details, the ad’s first-quarter placement does suggest a different strategy than what Hyundai pursued the past two years when it attempted to film its ads in real-time during the game.
This year, the brand featured its non-profit Hyundai Hope on Wheels, a nonprofit group that distributes a small portion of proceeds from every Hyundai vehicle purchased to institutions fighting childhood cancer. The ad was originally meant to film pre-selected Hyundai owners walking into the stadium on game day. But due to security and concerns and logistical issues, Hyundai had to change plans last minute and use footage of fans captured during the week leading up to the game instead.
In 2017, Innocean and Hyundai — working with the U.S. Department of Defense —filmed a spot during the game at both NRG Stadium in Houston and a military base in Poland.
For the 2019 game, Hyundai plans to run a 30-second pre-game ad in addition to the first quarter spot. The automaker, which is also an NFL sponsor, is also planning experiential marketing activities in Atlanta, where the game will be played.
By: Maytinee Kramer
