At kickoff of super bowl 51, Hyundai didn't even have a Super Bowl commercial. The Korean auto maker planned on shooting and editing a commercial during the game. It seemed like it would just be a gimmick that wouldn't be able to compete with the months of planning, shooting and producing of a typical Super Bowl commercial. Hyundai proved that wrong by creating one of the best commercials of the year.
Giving deployed service members a virtual seat to the super bowl alongside their family is just about the coolest thing a company could do. The fact that they didn't push one of their cars during the ad was a nice, respectful touch. The Patriots may have beat the Falcons, but Hyundai won the night.