Scott Muckenthaler
Superbowl Digital
Helping the spots become campaigns.
Quick take
Expanding and building the humor and emotion of multiple Superbowl campaigns is exciting and a lot of fun. And really intense.
brand
Hyundai
date
2011-2019
challenge
Bring the message and energy of the Superbowl spots to the website.
role
Creative Director
Superbowl XLII - Hyundai Sonata
Smaht Pahk.
The humor of the spot was based in the well-known Boston accent. So we found a way to bring that idea to the website shopping experience so that it was a continuation of the fun rather than just a replay of it.
The homepage takeover. Engaging people with more than just "Watch the spot."
A few shots of the stars, including the driverles Sonata, were great on the homepage as a set-up to come in and check out the car in the voice of a long-time north easterner.
The homepage takeover.
The homepage takeover.
The product page takeover. The fun from the spot spills over to the Sonata page perfectly.
From the very top we make the choice yours, explore in "plain English", or "the Boston way". Whe you flip the switch, all the messaging in the page takes-on the Boston accent.
The Sonata landing page takeover.
The Sonata landing page takeover.
You know it's good when the brand starts tweeting about how fun it's website UI is.
Tweet from the Hyundai handle.
Superbowl LII - Hyundai Hope on Wheels
Hope. It's our greatest feature.
And it comes standard on every Hyundai. Its becasue a portion of the purchase price of every new Hyundai is given to fund childhood cancer treatment and research. That's the brand truth that I ended up exposing in a campaign that started small and went on the the Superbowl.
My idea was the foundation for the spot and campaign.
Hyundai has been supporting Hope on Wheels for over 20 years. It's clearly a part of who Hyundai is and its why Hope is a standard feature. And it's why we were able to take it to so many of the brand's platforms.
Watch the launch spot
Gameday.
We found a creative way to identify Hyundai owners at the Superbowl so that we could give them a surprise, on-site thank-you on behalf of all the patients, families and doctors that are part of the Hope on Wheels family. The results ended up as the footage for the game day spot.
Watch the Superbowl spot
At the game, the first airing of the spot occured on the big-screen in the stadium. Right after the end of the 4th quarter, just before the start of overtime. Perfect timing.
Watch the stadium footage
The landing page.
A simple, elegant page was put in place to help people quickly and easliy lear a bit more about Hope on Wheels and why Hope is our greatest feature.
Hyundai has a really loyal base of customers. These are the owners we wanted to connect with to let them know what they've done and to say thanks.
Quite a few stats are able to tell part of the story while some testimonials do the rest.
Our "Hope comes standard" landing page.
Superbowl XXVIII - Hyundai brand
Operation Better.
The brand idea at the time was about people deserving better. So this brand idea arranged for overseas US soldiers to get a surprise viewing of the Superbowl with their family. I got involved to help bring this event to the website.
Completely taking-over our own homepage.
That's including the main navigation. On the day before the game and the day of the game the website welcomed people with a promotion for our newest act of the brand.
Taking over the homepage with the Operation Better theme and message.
The full spot.
After the game and into the following day the homepage continued to support the message. The site experience was very compact but loaded with drama and heart.
