By Barry Janoff
January 18, 2017: Lady Gaga was thinking out of the halftime box by suggesting she might want to perform her show on the roof of Houston’s NRG Stadium during Super Bowl LI on Feb. 5.
The advertising equivalent might be Hyundai Motor America, which said that it's 90-second ad would be shot "during the game (to) capture some of the best off-the-field Super Bowl moments."
The spot would then be edited to run in what is called the "post-gun" slot, which is the first commercial break immediately following the conclusion of the game and just before awarding of the Vince Lombardi Trophy.
Hyundai has given the task of making this quick turn-around happen to director Peter Berg (Patriots Day, Deepwater Horizon, Lone Survivor), Film 45, Pony Show Entertainment and lead agency Innocean Worldwide, Huntington Beach, Calif., which will work to shoot, edit and produce the 90-second spot in real time.
This would be the ninth Super Bowl broadcast appearance in ten games for Hyundai Motor America, which is the official car and SUV for the NFL and an official Super Bowl sponsor.
"Super Bowl is the biggest day in advertising, and following our incredibly successful 2016, we wanted to push the creativity and storytelling even further," Dean Evans, CMO for Hyundai Motor America, said in a statement. "Our brand commitment is to make things better."
He then cryptically added, "And we are going to give some deserving fans an experience they will never forget."
Hyundai said it would unveil two teasers this weekend during the AFC and NFC Championship games (on CBS and Fox, respectively), featuring NFL legends Joe Montana and Mike Singletary.
The company said the teasers would "begin to hint at Hyundai's program."
Hyundai’s spot last year during Super Bowl 50, "First Date" (with Kevin Hart), was among the leaders in post-game surveys.
The company said its Super Bowl marketing platform would also include on-site activation at Super Bowl Live, a free nine day fan fest under the auspices of the Houston Super Bowl Host Committee, which will feature live music, entertainment and sponsor activations.
Other car companies that have purchased time during Super Bowl LI include General Motors (Buick), Honda, Kia and Mercedes-Benz.
The car category was tops in ad spend during Super Bowl 50, with nine companies driving a total of $86.4 million during the Big Game broadcast, according to researching and consulting firm Kantar Media, NY.
That figure was down from $96.8 million during Super Bowl XVIX (nine companies) and a category record $113.4 million during Super Bowl XLVIII (11 companies), per Kantar.
Hyundai, in its second year as an official NFL sponsor, also has team alliances with the Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers.
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