Hyundai is coming back to the Super Bowl with a 60-second ad that will run in the first quarter of the game on Feb. 3. Agency-of-record Innocean Worldwide will handle the spot.
The automaker did not release any creative details. However, the ad's first-quarter placement suggests a different strategy than what Hyundai pursued the past two years when it attempted to film its ads in real-time during the game.
For its 2018 ad Hyundai promoted its nonprofit group, Hyundai Hope on Wheels, which distributes a small portion of proceeds from every Hyundai vehicle purchased to institutions fighting childhood cancer. The original plan was to film pre-selected Hyundai owners walking into the stadium on game day. But due to security and concerns and logistical issues, Hyundai had to change plans at the last minute and use footage of fans captured during the week leading up to the game.