Hyundai Will ‘Surprise Millions’ With Its Super Bowl Ad, Says New Teaser

'And you might be one of them'

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Hyundai will tease its Super Bowl ad during both the NFC and AFC Championship games on Sunday.

The teaser will also be available for viewing online and on the brand’s social channels. It suggests a kind of follow-up to last year’s “A Better Super Bowl” from Hyundai agency of record Innocean, with the brand promising to “surprise millions.”

Hyundai had one of the more memorable spots on last year’s Super Bowl. It surprised three American troops overseas by virtually reuniting them with their families who were at the game—and quickly editing the real-time footage into a 90-second spot that aired immediately following the game.

It was filmed live at Houston’s NRG Stadium during the game and a military base in Zagan, Poland. Video ad-tech company Unruly designated the ad as the “most effective” of Super Bowl LI spots.

“Everything you have to do in three months for a normal ad, we did in about 48 minutes,” Innocean USA chief creative officer Eric Springer told Adweek after the spot, directed by Peter Berg, aired.

“Last year, we hit an emotional chord with audiences as we provided three heroes with an unforgettable experience and helped reunite them with their families,” Hyundai Motor America chief marketing officer Dean Evans said in a statement. “For this year, we thought, let’s do something bigger and celebrate millions of heroes who have helped a very important cause.”

The Super Bowl is always a traffic jam of auto advertisers. Kia, Toyota and Lexus have all announced they are returning for this year’s game, with others expected as well.

• 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.

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@ErikDOster Erik Oster is an agencies reporter for Adweek.