Hyundai and Director Peter Berg Brought Military Families Together in Emotional Real-Time Super Bowl Stunt

Innocean Was Behind Ambitious Idea Celebrating Our Troopos

Published On
Feb 06, 2017

Editor's Pick

Hyundai's Super Bowl push had nothing to do with cars -- rather, it celebrated our nation's military, and how thanks to them that we're able to enjoy the country's biggest sporting event of the year.

An official sponsor of the NFL, Hyundai and its agency Innocean last week had announced its plans to release "Operation Better," which would air after the Super Bowl's final whistle and during the first ad break before the trophy ceremony.

Thanks to a special camera and viewing setup, the effort allowed soldiers at a military base in Zagan, Poland to enjoy the Super Bowl as if they were sitting in the stadium in Houston, alongside their family members.

Hyundai and Innocean tapped feature film director Peter Berg ("Patriots Day," "Lone Survivor") to direct the 90-second documentary spot, which captured the soldiers on the base and tearing up as they sat in virtual "pods" where they sat "side-by-side" with their family virtually, while viewing the game on a massive 360-degree screen.

The brand had teased the idea with videos starring NFL greats Joe Montana and Mike Singletary. Read more about it on