For the first time ever, Hyundai will feature its non-profit organization, Hyundai Hope On Wheels, during a 60 second spot in Super Bowl LII. The 60-second spot that will air in the fourth quarter and will include content captured on game day. Hyundai will also run a new spot in the pre-game show featuring its first-ever subcompact SUV, Kona.
“Last year we honored military heroes who help make events like the Super Bowl possible. This year we’ll celebrate heroes who help in finding a cure for pediatric cancer,” said Dean Evans, CMO, Hyundai Motor America. “This is another example of Hyundai’s brand promise and our strategy to communicate what we stand for beyond great products. We want to bring people together and give them hope.”