Hyundai: A Better Super Bowl
Hyundai chooses to make an experiential marketing during the Super Bowl. Hyundai, its marketing agency partner INNOCEAN Worldwide Americas and renowned director Peter Berg filmed, edited and produced a 90-second documentary in real-time that captured the incredible experience of our U.S. troops being virtually reunited with their families as they experienced the Super Bowl live. It ran after the final whistle in the first commercial break immediately following the conclusion of the game, before the trophy ceremony.
Hyundai transports several U.S. troops from a base overseas to the heart of the action in the stadium. Using custom built 360-degree immersive pods, Hyundai allows the soldiers to feel as though they are in the stadium. The action was shot in a suite at the Super Bowl in Houston and at an undisclosed military base overseas. The footage from both locations was edited and produced in a production trailer outside the stadium during the game.
Hyundai transported several U.S. troops from a base overseas to the heart of the action in the stadium. Using custom built 360-degree immersive pods, Hyundai allowed the soldiers to feel as though they were in the stadium.
In an emotional surprise moment, the troops were virtually transported into a suite at the stadium where they realized they weren’t alone, but surrounded by their families whom they could see and interact with.
“Doing something that’s bigger than a commercial and can help bring our country together when it seems impossibly divided is incredible,” said Eric Springer, Chief Creative Officer, INNOCEAN. “We wanted a challenge for this year’s Super Bowl, and we certainly gave ourselves one.”
“This project combines two of my greatest passions—football and the military,” said Peter Berg. “I’m incredibly proud to be partnering with the Hyundai and INNOCEAN teams to bring the troops a better Super Bowl experience through cutting-edge technology. Editing the piece during the game itself is going to be intense, but we will have an incredible team in place on multiple continents to pull off this feat.”
“Hyundai has always had a strong relationship with the U.S. Armed Forces, and we wanted to give those who make the love and passion for football possible a unique and better experience,” said Dean Evans, CMO, Hyundai Motor America. “‘Better’ is our driving force and this campaign is an act of that brand philosophy. Using the latest innovations in video technology we will give our troops an experience they will never forget and one that viewers won’t want to miss.”