Super Bowl

Hyundai Returns to the Super Bowl Proper

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A scene from the ad that Hyundai ran following the 2017 Super Bowl.
A scene from the ad that Hyundai ran following the 2017 Super Bowl. Credit: Hyundai

Hyundai, which ran a post-game Super Bowl spot last season, has secured in-game ad time for the 2018 bowl. The automaker declined to reveal specifics, including the number of ads it plans to run. Innocean will handle the creative.

"We welcome the creative challenge and the opportunity to test and hone our Super Bowl formula, which has found success the past several years," Dean Evans, Hyundai Motor America's chief marketing officer, said in a statement. "Being an NFL sponsor gives us the ability to truly integrate our program across TV, digital, social and on the ground in Minnesota, and immerse Super Bowl fans in the latest vehicles and technologies Hyundai has to offer."

Plans include bringing 275 vehicles to the Super Bowl site in Minneapolis to help transport teams, staff, volunteers and other groups.

Hyundai's 2017 post-game spot was shot, edited and produced during the game. The 90-second ad, called "Operation Better," united on-duty military members with far-off family members via giant video screens. Including that spot, the brand has run ads in or around 10 of the last 11 Super Bowls. In 2016, Hyundai ran three Super Bowl ads, including a commercial starring Kevin Hart that aired in between the coin toss and kickoff. It won the USA Today's closely-watched annual Ad Meter ranking ads for entertainment value.

Hyundai is the eighth marketer to confirm an ad buy for Super Bowl 52, according to Ad Age's tracking. The only other automaker to confirm a buy so far is Kia.

Hyundai Motor Co. owned 33.9% of Kia Motors as of of year-end 2016. In the U.S., Kia's advertising is handled by independent agency David & Goliath, which soon could become part of Innocean Worldwide, a South Korea-based agency network that handles Hyundai advertising in many global markets. Innocean is an affiliate of Hyundai Motor Group. Korean news outlets reported this week that Innocean was in talks to acquire David & Goliath.

"We are proceeding with the negotiation with the goal of completing the takeover procedure by the end of this year," an Innocean representative told Business Korea.

Representatives from the agencies did not immediately provide comment to Ad Age.

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