Hyundai’s Ambitious Plan Is to Film Its Super Bowl Ad During the Actual Game

Spot will run right after the Big Game ends

After a successful Super Bowl 50, Hyundai has announced some pretty lofty plans for Super Bowl LI.

This year, it will run a 90-second spot in the post-gun slot, the first ad to run after the game ends. But there’s a catch: Hyundai will film the ad, which it is describing as a documentary, during the Super Bowl itself.

Peter Berg, known for his work on Deepwater Horizon and Lone Survivor, will direct the spot with assistance from Film 45 and Pony Show Entertainment, while Hyundai’s agency of record, Innocean Worldwide, will handle creative.

“Super Bowl is the biggest day in advertising, and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further,” said Hyundai Motor America CMO Dean Evans in a statement. “Our brand commitment is to make things ‘better,’ and we are going to give some deserving fans an experience they will never forget,”

According to a statement from the brand, the 90-second documentary will “capture some of the best off-the-field Super Bowl moments.” While there’s still little information on what those moments might look like, Hyundai will release two short teasers on the weekend of the AFC and NFC Championship games. The teasers will star Joe Montana and Mike Singletary and will “begin to hint at Hyundai’s program.”

Last year, Hyundai had a total of four ads running on game day, including a popular ad, “First Date” starring Kevin Hart, that ran in the pre-kickoff slot. Other spots featured two talking bears and a town called Ryanville filled with Ryan Reynolds. Innocean Worldwide handled creative for those spots as well.

This year marks Hyundai’s ninth time running a game-day ad in the past 10 Super Bowls and the brand’s second year as an official sponsor of the NFL.

For more Super Bowl LI news, check out Adweek’s Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.