Creativity

NFL Fans Will Sacrifice Anything for Football in Hyundai's Sponsorship Ads

David Shane Directs Subtly Funny Spots

By Alexandra Jardine. Published on Sep 09, 2016

Editor's Pick

In Hyundai's campaign for its NFL sponsorship, football fans will sacrifice anything to get their fix.

One spot shows what happens when a Pittsburgh Steelers fan's baby son spits up on a car journey. The only thing available is a precious Steelers towel he got as a kid. So he literally sacrifices the shirt off his back (and doesn't miss the game on the radio thanks to his Hyundai Santa Fe's Touch Screen with Sirius XM recording feature.)

Another spot depicts a Miami Dolphins fan saying goodbye to an expensive-looking fishing boat, all because his wife informed him her parents wanted to be taken out on it on Sunday. "Not my Sunday," he says calmly as he sets it adrift after a smooth trip to the marina in his Hyundai Elantra.

The spots, directed with trademark subtlety by comedy master David Shane at O Positive for Innocean, end with the tagline: "We won't judge" and promote the hashtag "#BecauseFootball."

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Credits

Date
Sep 09, 2016
Agency:
Innocean
Chief Creative Officer:
Eric Springer
Client:
Hyundai
Group Creative Director:
Barney Goldberg
Associate Creative Director:
Jose Eslinger
Associate Creative Director:
Carissa Levine
Group Account Director:
Marisstella Marinkovic
Account Director:
Bryan DiBiagio
Account Supervisor:
Jene Crandall
Account Executive:
Alison O'Neill
Director, Product Information:
Brian Bittker
Product Information Specialist:
Lawrence Chow
Senior Vice President, Planning Lead:
Frank Striefler
Vice President, Planning Director:
Kathleen Kindle
Vice President, Media Strategies:
Ben Gogley
Media Director:
James Zayti
Business Affairs Director:
Ann Davis
Associate Director:
Lisa Nichols
Broadcast Traffic:
Valerie Neibel
Project Management Supervisor:
Darin Schnitzer
Director, Integration:
Victoria Guenier
Executive Producer of Content Production:
Nicolette Spencer
Content Producer:
Melissa Moore
Chief Marketing Officer:
Dean Evans
Director, Brand Marketing and Communications:
Paul Imhoff
Production Company:
O Positive Films
Director:
David Shane
Director, Photography:
Ottar Gudnasson
Executive Producer:
Ralph Laucella
Producer:
Ken Licita
Product Manager:
Sameet Patadia

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