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

Spot will run right after the Big Game ends

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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.

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