One of two 30-second spots by Innocean for Korean automaker Hyundai in Super Bowl XLVII, "Team" promotes the Sante Fe with a youthful homage to time-to-round-up-the-gang adventure movies. Here a boy and his mom collect team members to play football against a group of bullies in a park, and they all fit the seven-passenger SUV. Hyundai's other ad in the 2013 game, "Stuck," shows off the joys of horsepower on crowded roads.
Both spots were released online ahead of game day.
Director: Jim Jenkins, who also directed Hyundai's "Anachronistic City" in the 2011 game and FedEx's "Not What It Seems" in 2007. Production company: O Positive. Director of photography: Toby Irwin. Executive producers: Marc Grill, Ralph Laucella. Head of production: Devon Clark.
Executive creative director: Greg Braun. Creative directors: Max Godsil, Robert Prins. Senior art director: Arnie Presiado. Senior copywriter: Jeb Quaid. Director of integrated production: Jamil Bardowell. Senior producer: Harry Lowell.
VFX: Airship. Color: CO3. Music: Eleven. Sound design: Henryboy. Producer: Marc Grill. Editorial: Arcade Edit. Editor: Geoff Hounsell.
QUARTER AIRED: Q1