Hyundai's Documentary-Style Ad In Post-Gun Super Bowl Spot Proves To Be Heart-Tugging

The 90-second Hyundai ad that "ran in the so-called 'post-gun' slot just after the game ended was a heart-tugging TV first," according to Erik Brady of USA TODAY. The game plan on "how to pull it off was as intricate and secretive as the game plans of the teams in the game." Hyundai "threw a Super Bowl party at a U.S. Military Base in Zagan, Poland." Three soldiers "were selected by the military to watch the game in a special way: They watched the game in individual 360-degree immersive pods that made them feel as if they were in Hyundai’s luxury box at NRG Stadium" (USA TODAY, 2/6). AUTOMOTIVE NEWS' Vince Bond Jr. noted while some companies "battled for Super Bowl kickoff and first-quarter ad slots, Hyundai decided to anchor the game with a blast of raw emotion that put a new spin on the familiar tale of reuniting soldiers with their families." Adding to the spot’s complexity, Hyundai's ad agency -- Innocean, Huntington Beach -- "had to shoot a portion of it, edit and then get it approved during the game to blend the reactions into the 90-second documentary-style ad." It aired "during the first commercial break after the game." Hyundai "wasn’t looking to hawk products this year." Hyundai CMO Dean Evans said that the brand wanted to "apply its 'Better Drives Us' philosophy in a way that was bigger than just making quality cars." The spot was "directed by Peter Berg." To pull the ad off, Innocean "had to bring in a remote studio to the stadium that was decked out with all the tools needed to produce it." Due to the "rapid-fire nature of the spot, the team said it planned to have representatives from the NFL, Fox and the military in the trailer with them to expedite the approval process." Innocean Chief Creative Office Eric Springer said that the plan was to "have the ad finished and approved by the middle of the third quarter." Hyundai had a "backup spot in its pocket just in case something went haywire during the game" (AUTONEWS.com, 2/5).

TEAR JERKER: SPORTSNET.ca's Donnovan Bennett wrote the "best commercial was last." Hyundai's ad was the "closest thing to a tearjerker there was and it aired as soon as the game was over." Considering how many eyes "were watching, it was a risk but it was worth it" (SPORTSNET.ca, 2/6). ABC's T.J. Holmes said Hyundai's ad "went off perfectly." Holmes said of the lack of a physical car in the ad, "This is what some of these brands are going to now. They want to put out themes, to associate a theme with their brand. Hyundai's brand theme is to make things better and in this case, make lives better" ("GMA," ABC, 2/6). The ad earned high praise on Twitter, especially among conservatives. CNN's Kayleigh McEnany: "Absolutely amazing @Hyundai commercial, honoring our troops and hosting their families at the #SuperBowl." Former Florida Gov. Jeb Bush: "Hyundai ad of US soldiers serving in Poland was amazing." Political comedian Tim Young: "Hyundai commercial giving the troops 360 video with their families was the best commercial all night."

THE ITALIAN JOB: In Detroit, Ian Thibodeau notes Fiat Chrysler "decided to turn the attention of millions" away from trucks and SUVs by "focusing on the sleek Alfa Romeo Giulia sedan in its trio of Super Bowl commercials." The ads were "more traditional than many of the company’s Super Bowl ads in the past." The company has "high hopes for the sedan, which will enter the world's largest luxury segment" against Audi, BMW and Mercedes-Benz. This is the second year in a row that Fiat Chrysler has "decided to air multiple Super Bowl ads for one brand." Last year, the company "aired two spots for its Jeep brand" (DETROIT NEWS, 2/6). Also in Detriot, Snavely & Lawrence note of the three Alfa Romeo ads, the first spot -- "Riding Dragons" via Art Machine, L.A. -- had the "most ambitious message." The other two ads, titled “Dear Predictable” and "Mozzafiato," were "more traditional ads that emphasized Alfa Romeo's performance, styling and racing heritage." Fiat Chrysler, unlike many Super Bowl advertisers, "doesn't release any information about its ads until they air during the Super Bowl." It was a "high-stakes strategy that has paid off for the automaker in recent years" (DETROIT FREE PRESS, 2/6).