Youth Referee Abuses Power in Innocean’s Pregame Spot for Hyundai Kona

By Erik Oster 

In addition to a spot running during Super Bowl LII, Innocean also created an ad for Hyundai’s new Kona SUV running before the Big Game.

The spot centers around a youth soccer game which was somehow scheduled on Super Bowl Sunday. Anxious parents mull around as the game starts and are soon relieved to find the referee doing everything within his power to end the game prematurely, namely handing out red cards at the slightest provocation.

It’s a bit of a far-fetched premise (who would actually schedule a youth soccer game to conflict with the Super Bowl?), but then verisimilitude is hardly a prerequisite for Super Bowl advertising. Perhaps more to the point, the execution drags a bit, particularly in the 60-second version. Still, it will likely endear the Kona brand to those juggling parental responsibilities with the desire to sit down and enjoy the game.

Agency: Innocean USA
Chief Creative Officer: Eric Springer
VPs, Group Creative Directors: Jeff Bossin, Barney Goldberg
Associate Creative Director, Art: Jose Eslinger
Associate Creative Director, Copy: Carissa Levine
Copywriter: Chris Ribeiro
EP, Content Production: Nicolette Spencer
Content Producer: Kira Linton
VP, Creative Resources: Jill Pool

SVP, Managing Director, Brand Management: Marisstella Marinkovic
Group Brand Director: Mike Braue
Brand Director: Bryan DiBiagio
Brand Manager: Megan Gordon
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow

SVP, Head of Strategic Planning: Kimberly Bates
Planning Director: Tim Anderson
SVP, HMA Media: Ben Gogley
Media Director: Sean Gilpin
Director, Public Relations: Angela Zepeda
Public Relations Manager: David Thalberg
Director, Business Affairs: Ann Davis
Associate Director, Business Affairs: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Content Manager: Rachel Werner
Senior Project Manager: Jamie Fink

Production Company: Hungry Man
Directors: Dave Laden, Bryan Buckley
Director of Photography: Scott Henriksen
Executive Producers: Mino Jarjoura, Kevin Byrne, Dan Duffy, Caleb Dewart, Jacki Sextro
Producer: Josh Rothfeld
Production Manager: Chad “Frenchie” Alburtis
Casting Agent: Kathy Knowles

Editing House: Whitehouse Post
Editor: Heidi Black
Assistant Editor: Emma Platek
Director, New Business Development: Joni Williamson
Executive Producer: Joanna Manning
Producer: Annie Maldonado

Color Correction Studio: The Mill
Executive Color Producer: Thatcher Peterson
Color Producer: Liza Kerlin
Online Executive Producer: Anastasia von Rahl
Online Producer: Kris Drenzek
Online Production Coordinators: Alana Giordano, Michael Novo
Shoot Supervisors: Phil Crowe, Tom Graham
Lead Online Artist: Nick Taylor
Online Artists: Brad Scott, Jeff Langlois, Toby Brockhurst, Patrick Dirks

Mix, VO Record Studio: Lime Studios
Mix, VO Record Engineer: Zac Fisher
Mix, VO Record Assistant Engineer: Kevin McAlpine
Executive Producer: Susie Boyajan
Associate Producer: Kayla Phungglan

Sound Design Company: Lime Sound Design
Sound Designer: Michael Anastasi

Licensed Song: “Going the Distance”
Artist, Writer: Bill Conti
Music Supervision: Massive Music