Hyundai Will Focus on Its Pediatric Cancer Nonprofit in 60-Second Super Bowl Ad

Hyundai hinted in a teaser aired last Sunday that its Super Bowl LII ad would “surprise millions” of heroes—a bold claim, considering last year’s ad surprising three American troops with a virtual reunion with their families. Now, we have a clearer idea of what, precisely, that means.

The brand revealed that its Big Game ad, created by its agency of record Innocean, will focus on its Hyundai Hope On Wheels pediatric cancer nonprofit organization.

“Last year, we honored military heroes who help make events like the Super Bowl possible. This year, we’ll celebrate heroes who help in finding a cure for pediatric cancer,” Hyundai Motor America CMO Dean Evans said in a statement. “This is another example of Hyundai’s brand promise and our strategy to communicate what we stand for beyond great products. We want to bring people together and give them hope.”

Like last year, Hyundai’s Super Bowl LII effort will incorporate live footage shot on game day, before being edited on-site in Minneapolis and running in the fourth quarter. The ad will be directed by John X. Carey, named on Adweek’s list of 20 Content Creators Who Are Setting the Bar for Creativity in 2016, with Anonymous Content handling production.

Hyundai isn’t the only Big Game advertiser focusing on charitable efforts. AB InBev is running a 30-second spot for its Stella Artois brand focusing on its partnership with nonprofit organization Water.org, as well as a 60-second ad highlighting Budweiser’s efforts donating cans of water to disaster relief efforts.