This year, Hyundai is hoping to make a splash by filming their commercial live during the game. Their 90-second ad, which will capture the best off-field moments from the Super Bowl, will be played in the first slot immediately after the game ends.
The ad will be directed by Peter Berg, Film 45, and shot, edited, and produced by Pony Show Entertainment, according to the New York Daily News. Peter Berg has directed a number of critically-acclaimed TV shows and movies, like the comedy-drama Hancock, Deepwater Horizon and most recently, Patriots Day. Berg also developed Friday Night Lights, for which he earned two Primetime Emmy Award nominations.
Their teasers feature football legend Joe Montana and coach and former pro player, Mike Singletary. This marks the ninth time in the last ten years that Hyundai will have a Super Bowl ad. Check out their 2016 Super Bowl ad here.
Media Post has also announced that fans at the game will be able to interact with Hyundai cars and learn about its “history of innovation”. This is the car company’s second year as the official NFL sponsor– last year, they ran two 30-second in-game ads during the game, and one pre-game ad.
Dean Evans, the chief marketing officer for Hyundai Motor America, told Auto Week, “Super Bowl is the biggest day in advertising and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further. Our brand commitment is to make things ‘better’ and we are going to give some deserving fans an experience they will never forget. Peter Berg and his team will be capturing it live during the game and we can think of no one better to tell what will be an amazing story.”
Snickers will also be airing a life super bowl ad in a 30-second spot featuring Adam Driver in the third quarter. Their commercial, by BBDO New York, will also include a 36-hour livestream from the set of the commercial, according to AdWeek.