Hyundai Returns for Super Bowl LII, Its 10th Appearance in 11 Years

Hyundai’s agency of record, Innocean, will be responsible for creating the ad.

An NFL sponsor, Hyundai will feature in-game advertising at Super Bowl LII and experiential activations in Minnesota, including the interactive Super Bowl Experience driven by Genesis at the Minneapolis Convention Center and Super Bowl Live, a fan festival at Nicollet Mall. According to a press release, the Super Bowl campaign will communicate the brand’s “‘Better Drives Us’ philosophy and introduce consumers to the newest vehicles in its lineup.”

“The Super Bowl continues to be a great platform to entertain consumers and deliver brand and product messages to a massive audience. We welcome the creative challenge and the opportunity to test and hone our Super Bowl formula, which has found success the past several years,” Hyundai Motor America CMO Dean Evans said in a statement. “Being an NFL sponsor gives us the ability to truly integrate our program across TV, digital, social and on the ground in Minnesota, and immerse Super Bowl fans in the latest vehicles and technologies Hyundai has to offer.”

Last year, Innocean and Hyundai worked with the U.S. military on its “A Better Super Bowl” spot, which was filmed during the game at NRG Stadium and a military base in Poland and broadcast immediately following its conclusion. The Big Game ad kicked of Hyundai’s “Better Drives Us” campaign and was deemed the most “effective” Super Bowl ad by video ad tech company Unruly’s EQ Score measuring “likely emotional, social and business impact.”

• For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.