Last year, Hyundai used its Super Bowl LI ad to surprise three American troops with virtual family reunions, so how did the brand fulfill its promise to “surprise millions” this year (as hinted at in a teaser aired during the NFC and AFC Championship games)?
Hyundai Motor America chief marketing officer Dean Evans explained that the company looked at customer data about why Hyundai owners purchased their vehicles and largely received “real rational answers,” such as the strength of its warranty or gas mileage; this led to the emotional approach of last year’s ad.
“What we’re trying to build is a brand that people want to buy because they have something like being proud to own the vehicle,” Evans said, adding that the brand’s Super Bowl LI spot “resonated well” and led to customers saying they were proud to own a Hyundai.
For this year’s Super Bowl LII ad, which is running in the fourth quarter shortly before the 2:00 mark, Hyundai and agency of record Innocean asked themselves how to “amplify that even more,” Evans explained, which ultimately led the brand to focus on its Hyundai Hope On Wheels pediatric cancer nonprofit organization.
Watch the video here:
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