02/04/2018, Minneapolis, MN
- 60-Second Super Bowl Commercial Captured the Emotional Surprise for Millions of Hyundai Owners Who Made an Impact on Pediatric Cancer
- Link to Hyundai’s Super Bowl LII Ad: https://m.youtube.com/watch?v=wJJqGh2HLM8
MINNEAPOLIS, Feb. 4, 2018 – Hyundai’s Super Bowl LII Commercial
For the first time ever, Hyundai featured its non-profit organization, Hyundai Hope On Wheels, in its Super Bowl marketing. In an emotional commercial that opens with fans streaming into what they think is part of the Super Bowl Experience driven by Genesis, they enter what appears to be a typical security checkpoint with metal detectors. As part of their process, they place their keys in a bin.
As they go through the device, suddenly a red heart lights up above the heads of Hyundai owners and they are pulled aside for what seems to be a secondary screening. At this point, they enter a darkened room that suddenly lights up with an emotional video of pediatric cancer survivors and their families thanking them for their donation to pediatric cancer research by being a Hyundai owner. The devices outside the room were, in fact, Hope Detectors—detecting the hope that Hyundai owners provided through donations to pediatric cancer research with the purchase of every Hyundai vehicle over the last 20 years.
In an emotional surprise, real life pediatric cancer survivors come from behind a false wall to surprise and thank Hyundai owners in person for their contributions. The emotional union happens as the two families are in tears and hug as they greet each other.
Media Assets:
- Press Materials (press releases, photos video): Super Bowl LII Media Kit
- Hyundai Website: https://www.hyundaiusa.com/
- Hyundai Hope on Wheels Website: https://hyundaihopeonwheels.org/
- Hyundai also ran a spotin the pre-game show featuring its first-ever subcompact SUV, the Kona, titled: “Ref to the Rescue”
- Stories of Hope – additional survivor stories – https://www.youtube.com/watch?v=hbgDpPmSyMU
Other Background Info:
Hyundai Hope On Wheels
- Since 1998, Hyundai Hope On Wheels, a 501(c)(3) non-profit organization, has supported life-saving pediatric cancer research and created awareness about the disease. This year, the organization marks its 20th anniversary milestone in the fight against pediatric cancer. The Super Bowl LII activities represent the official start of Hyundai Hope On Wheels 2018 efforts to increase awareness and to fund new life-saving research to end childhood cancer.
- A portion of every Hyundai vehicle sold during the past 20 years has been donated to Hyundai Hope On Wheels.
- During the week leading up to the Super Bowl in Minnesota, Hyundai Hope On Wheels presented grants in the amount of $100,000 each to The University of Minnesota and The Mayo Clinic.
- For more information on the organization’s mission to fund research and raise awareness about pediatric cancer, follow Hyundai Hope On Wheels on Facebook, Twitter and Instagram and hashtags #20YearsOfHope and #EndChildhoodCancer on Super Bowl Sunday.
Super Bowl and Hyundai
- Hyundai is an official NFL sponsor and a long-time Super Bowl advertiser. This marks the tenth time in the last 11 years that Hyundai has advertised during the Super Bowl.
- In 2017, Hyundai virtually transported several U.S. troops from a base overseas to the heart of the action inside the stadium allowing the soldiers to feel as though they were in the stadium with a commercial titled “Operation Better.” Hyundai, INNOCEAN USA and director Peter Berg produced a 90-second documentary in real-time that captured this incredible experience. The piece ran in the first commercial break that immediately followed the conclusion of the game after the final whistle.
- In 2016, Hyundai became the first automaker to win the USA Today Ad Meter with “First Date” during Super Bowl 50.
Other Super Bowl Activities
- As the official car and SUV of the NFL, Hyundai has brought this campaign to its experiential activations in Minneapolis. With 275 Hyundai vehicles on the ground and several on-site activities, Hyundai created an unforgettable experience for NFL fans leading up to and at the game of the year.
Interviews Available
- Dean Evans, Chief Marketing Officer, Hyundai Motor America
- Eric Springer, Chief Creative Officer, INNOCEAN USA
- Zafar Brooks, Program Executive Director, Hyundai Hope On Wheels
Creative Credits
Title of Spot: Hope Detector :60
Client: Hyundai Motor America
Agency: INNOCEAN USA
- Chief Creative Officer: Eric Springer
- VP, Group Creative Director: Michael Everard
- VP, Group Creative Director: Rich Pass
- Creative Director: Scott Muckenthaler
- Associate Creative Director, Art: Joe Reynoso
- Copywriter: Alvaro Soto
- Executive Producer, Content Production: Nicolette Spencer
- Executive Producer, Content Production: Harry Lowell
- Senior Producer: Melissa Moore
- Associate Producer: Devondra Dominguez
- SVP Managing Director, Brand Management: Marisstella Marinkovic
- Group Brand Director: Mike Braue
- Brand Director: Bryan DiBiagio
- Brand Manager: Alison O’Neill
- Brand Manager: Christy Butler
- Brand Manager: Katie Leonard
- SVP, U.S. Head of Strategic Planning: Kimberly Bates
- SVP Media: Ben Gogley
- Media Director: Sean Gilpin
- Director of Business Affairs: Ann Davis
- Associate Director of Business Affairs: Lisa Nichols
- Broadcast Traffic Supervisor: Theresa Artaserse
- Broadcast Traffic Manager: Valerie Neibel
- Project Manager: Jason Reneman
- SVP, PR Business Development: Angela Zepeda
- PR Manager: David Thalberg
- Production Company: Anonymous Content
- Director: John X. Carey
- DP: Evan Prosofskey
- Executive Producer: SueEllen Clair
- Producer: Sara D’Alessio
- Production Supervisor: Shelly Silverman
- Production Supervisor: Adam Warner
- West Coast Sales: Jonathan Wright
- Edit House: Jump LA
- Editor: David Trachtenberg
- Editor: Erwin Fraterman
- Assistant Editor: Mike Wolfe
- Assistant Editor: Kristina Yawata
- Executive Producer: Betsy Beale
- Producer: Ann Vega
- Head of Production: Kerry Haynie
- Managing Partner: Eric Stern
- Animation VFX: King Country
- Director/Partner: Rick Gledhill
- Executive Producer/Partner: Jerry Torgerson
- Head of Production: Brian Butcher
- Producer: Joe Abousakher
- Director Business Development: DJ Fox
- Coordinator: Calvin Kim
Hyundai Motor America
- Chief Operating Officer: Brian Smith
- Chief Marketing Officer: Dean Evans
- Director, Marketing Communications: Paul Imhoff
- Senior Group Manager, Brand Marketing Advertising: Monique Kumpis
- Senior Group Manager, Corporate Marketing PR: Michael Stewart
- Executive Coordinator, Marketing PR: CY Park
- Executive Director, Hyundai Hope On Wheels: Zafar Brooks
- Mix: Juice Studios
- Sound Engineer: Scott Burns
- Executive Producer: Dawn Redmann
- Producer: Vanessa Carey
- Assistant Mixer: Robert Gomez
- Color: Company 3
- Senior Colorist: Sean Coleman
- Senior Producer: Matt Moran
- Finishing: Method Studios
- Lead Flame Artist: Wensen Ho
- Flame Artist: Aaron Neitz
- Flame Artist: Aidan Thomas
- Flame Artist: Kelly Bumbarger
- Flame Artist: Rachel Moorer
- Flame Artist: Cecile Tecson
- Flame Assist: Cody Edwardson
- Producer: Everett Cross
- Executive Producer: Cara Lehr
- Head of Production: Ananda Reavis
Note: Hyundai originally intended to use some footage captured on game day in its Super Bowl ad. As the commercial was being created this week, the decision was made to forego game day content as the storytelling was complete without it.