How Hyundai and the US Military Created a Super Bowl Ad in Less Than an Hour

Film united service members and families abroad

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In a night filled with partisan politics, emotional journeys and bad jokes, the most personal appeal to a key American constituency aired after the Big Game, when Hyundai and its agency of record Innocean Worldwide Americas connected active members of the U.S. military with loved ones half a world away.

The most impressive aspect of “A Better Super Bowl” is that it was all filmed during the game at both Houston’s NRG Stadium and a military base in Zagan, Poland, then aired immediately after the Patriots came back to win the first Super Bowl to need overtime.

The 90-second spot is only the first stage in an ongoing campaign called “Better Drives Us.” And



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