Hyundai Warms You Up for the Super Bowl With a Cute Ad About a Different Kind of Football

A ref dispatches a poorly timed kids' soccer match

Headshot of Tim Nudd

We still don’t know what Hyundai and Innocean USA are planning for their in-game Super Bowl spot on Sunday, following last year’s ambitious stunt. But they will start things off right by airing a fun pregame commercial centered around the world’s most inconvenient kids’ soccer game.

The spot, directed by Dave Laden and Bryan Buckley of Hungry Man, features parents gathered for the kiddie match but antsy to get it over with. It is, after all, Super Bowl Sunday—and there’s a different kind of football game on soon.

Luckily, the ref feels their pain.

The spot advertises Hyundai’s all-new subcompact SUV Kona, and is the brand’s first national advertisement for the model.

The creative team that worked on it at Innocean features several veterans—GCD Barney Goldberg, and ACDs Jose Eslinger and Carissa Levine—who won the USA Today Ad Meter in 2016 for the pre-kick “First Date” Super Bowl spot starring Kevin Hart.

Title of Spot: Ref to the Rescue :60

Client Hyundai Motor America

Agency: Innocean USA
Chief Creative Officer: Eric Springer
VP, Group Creative Director: Jeff Bossin
VP, Group Creative Director: Barney Goldberg
Associate Creative Director, Art: Jose Eslinger
Associate Creative Director, Copy: Carissa Levine
Copywriter: Chris Ribeiro
EP/Content Production: Nicolette Spencer
Content Producer: Kira Linton
VP, Creative Resources: Jill Pool

SVP Managing Director, Brand Management: Marisstella Marinkovic
Group Brand Director: Mike Braue
Brand Director: Bryan DiBiagio
Brand Manager: Megan Gordon
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow

Senior VP, Head of Strategic Planning: Kimberly Bates
Planning Director: Tim Anderson
SVP HMA Media: Ben Gogley
Media Director: Sean Gilpin
Director Public Relations: Angela Zepeda
Public Relations Manager: David Thalberg
Director of Business Affairs: Ann Davis
Associate Director of Business Affairs: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Content Manager: Rachel Werner
Sr. Project Manager: Jamie Fink

Production Company: Hungry Man
Director: Dave Laden
Director: Bryan Buckley
DP: Scott Henriksen
Executive Producers: Mino Jarjoura, Kevin Byrne, Dan Duffy, Caleb Dewart, Jacki Sextro
Producer: Josh Rothfeld
Production Manager: Chad “Frenchie” Alburtis
Casting Agent: Kathy Knowles

Edit House: Whitehouse Post
Editor: Heidi Black
Assistant Editor: Emma Platek
Director of New Business Development: Joni Williamson
Executive Producer: Joanna Manning
Producer: Annie Maldonado

Color Correction Studio: The Mill
Executive Color Producer: Thatcher Peterson
Color Producer: Liza Kerlin
Colorist: Adam Scott
Online Executive Producer: Anastasia von Rahl
Online Producer: Kris Drenzek
Online Production Coordinator: Alana Giordano
Online Production Coordinator: Michael Novo
Shoot Supervisor: Phil Crowe
Shoot Supervisor: Tom Graham
Lead Online Artist: Nick Tayler
Online Artist: Brad Scott
Online Artist: Jeff Langlois
Online Artist: Toby Brockhurst
Online Artist: Patrick Dirks

Mix/VO Record Studio: Lime Studios
Mix/VO Record Engineer: Zac Fisher
Mix/VO Record Assistant Engineer: Kevin McAlpine
Executive Producer: Susie Boyajan
Associate Producer: Kayla Phungglan

Sound Design Company: Lime Sound Design
Sound Designer: Michael Anastasi

Licensed Song: “Going the Distance”
Artist: Bill Conti
Writer: Bill Conti

Music Supervision: MassiveMusic

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: January 31, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT