Did Hyundai hit the right notes with its 2017 Superbowl Commercial?
The Superbowl delivered on all the hype and hoopla around it as it delivered a nail-biting finish on the pitch between two teams who matched each other from start to end. Off-the pitch however, brands tussle with one another to win the title of best Superbowl commercial of the year.
Whether the insane amounts for a 30 second spot is justified, is a debate for another day, but there is no denying the fact that brands have to be present during the Superbowl event. It is the fear of what the competition will do that pushes even the uninterested brands to tussle for an exorbitantly priced Super Bowl spot.
South Koran auto giant Hyundai did something different with its commercial this time around. The company decided to take a risk of giant proportions — To shoot the commercial during the game and air it before the trophy was to be presented to the winning team.
Once the commercial was released, it hit all the right notes. The commercial begins with an aerial shot of a US military base in Poland. All the soldiers were watching the Super Bowl game on the giant screen arranged for them. It is from the next moment that the commercial appeals to the emotional aspect in us human beings.
Three soldiers are chosen at random and are asked to enter a separate cabin wherein they find themselves seated. In the blink of an eye, the soldiers see their near and dear ones in the stadium watching the Super Bowl match live. Through clever use of 360 degree cameras, the soldiers and the family are able to see each other.
Emotions take over and the soldiers are filled with joy at seeing their families. At the end of the commercial, Hyundai hit the nail on its head by saying — It is amazing to watch the Super Bowl, but it’s even better to watch it with your loved ones.
In this age where some commercials are just a waste of money, I felt this commercial was one among the best in recent times. Hyundai mind you, did not tell you to buy their car or to announce the launch of a new car. No cars of the brand were shown in the commercial which made it even more better.
Hyundai’s tribute to the front line soldiers is clear too. The message is simple : without the efforts of the soldiers, the Super Bowl or any event for that matter cannot happen.
This was as an emotional advertisement aimed at building the image of the brand by appealing to the emotions in us. After the event, the commercial won laurels and Hyundai was trending for all the right reasons.
Kudos to Hyundai for creating a classy commercial, which will no doubt be used in B-schools, to teach how to build the brand image without pushing a product to the viewer.
Watch the commercial here : https://www.youtube.com/watch?v=P7n-GxJBw1k