Hyundai’s Super Bowl LII Commercial: “Hope Detector”
60-Second Super Bowl Commercial Captured the Emotional Surprise for Millions of Hyundai Owners Who Made an Impact on Pediatric Cancer.
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.
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.
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Author Powell Communications