The South Korean brand fights the good fight

Hyundai is gearing up for its big Super Bowl advert, with plans to finalize it with footage shot during the game in a last-minute editing blitz right before it goes live. The advert will highlight the company’s philanthropic efforts with the Hyundai Hope On Wheels childhood cancer fund.

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While Lexus pushes it’s movie tie-in with the upcoming Black Panther film and Kia shows off the new Stinger alongside racing legend Emerson Fittipaldi, Hyundai is taking a more poignant approach with an ad that will “surprise and thank millions of people who have contributed to the fight against pediatric cancer.”

Taking center stage will be the Hyundai Hope On Wheel charity, which has awarded over $130 million in funding for childhood cancer research, and is currently celebrating 20 years of fighting the good fight. Hyundai also has plans to announce a pair of grants for two Min

Hyundai To Film Its Super Bowl LII Advert On The Spot
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Taking center stage will be the Hyundai Hope On Wheel charity, which has awarded over $130 million in funding for childhood cancer research, and is currently celebrating 20 years of fighting the good fight.

The ad will be 60 seconds in length and will air in the fourth quarter of Super Bowl 52. It will also “include content captured on game day,” as “the final piece will be edited on-site in Minneapolis and is being brought to life by Hyundai’s agency of record, INNOCEAN USA,” the brand said in a press release.

Hyundai will also air another ad in the pre-game show featuring its new Kona compact SUV.

Last year, Hyundai’s Super Bowl ad featured U.S. veterans, with an extremely quick editing turnaround showing footage of soldiers digitally reunited with their families watching the Big Game while deployed in Poland. You can watch that advert below.

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