In Hyundai's campaign for its NFL sponsorship, football fans will sacrifice anything to get their fix.

One spot shows what happens when a Pittsburgh Steelers fan's baby son spits up on a car journey. The only thing available is a precious Steelers towel he got as a kid. So he literally sacrifices the shirt off his back (and doesn't miss the game on the radio thanks to his Hyundai Santa Fe's Touch Screen with Sirius XM recording feature.)

Another spot depicts a Miami Dolphins fan saying goodbye to an expensive-looking fishing boat, all because his wife informed him her parents wanted to be taken out on it on Sunday. "Not my Sunday," he says calmly as he sets it adrift after a smooth trip to the marina in his Hyundai Elantra.

The spots, directed with trademark subtlety by comedy master David Shane at O Positive for Innocean, end with the tagline: "We won't judge" and promote the hashtag "#BecauseFootball."