Hyundai Surprises Car Owners in Emotional Super Bowl Ad
Hyundai’s Super Bowl ad was a surprise thank-you to its owners.
The car company donates money for every car sold toward childhood cancer research in pursuit of a cure — $130 million since the program started 20 years ago. Most Hyundai owners haven’t even realized their purchases contributed to that. Now many of them will.
The ad shows emotional owners who’ve just learned about it. Here’s how Hyundai did it:
The company invited dozens of Hyundai owners to the NFL Super Bowl Experience, an interactive theme park set up in Minneapolis. The owners were asked to come to a VIP entrance where they had to go through metal detectors that were really props that the company calls hope detectors. The machine would beep and a security guard would ask the owners to step into a room. Many, naturally, were irritated at the inconvenience.