Hyundai during Fox' broadcast of Super Bowl LI will film a 90-second ad "during the game," according to E.J. Schultz of AD AGE. The automaker is calling the ad a "documentary," and the spot will "air in the so-called 'post-gun' slot that airs immediately after the game ends but before the trophy ceremony." Hyundai said that the ad's director, Peter Berg, will "shoot, edit and produce the 90-second documentary in real time." Innocean, Huntington Beach, is the agency behind the ad. Hyundai, an "official NFL sponsor, ran two 30-second in-game ads last year, plus one pre-game ad." The automaker "plans to tease the ad" this weekend during the AFC and NFC Championship games with spots featuring Pro Football HOFers Joe Montana and Mike Singletary. While Hyundai's approach to the ad is unique, Schultz noted Reebok in '94 ran a Super Bowl ad that "spliced in footage from the Cowboys-Bills game underway." The difference with the Hyundai spot is the automaker's "claim that it will create the entire ad during the game, rather than just insert some game footage." Schultz noted the "post-gun" slot is "not technically a Super Bowl ad by the strictest definitions" (
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