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Hyundai’s “Live” Super Bowl Ad Reunites Soldiers With Their Families

February 06, 2017

On Sunday, the Super Bowl ended with one of the greatest comebacks in NFL history. To top if off, multiple soldiers were able to see the faces of their families while watching the game live at U.S. Military Base in Zagan, Poland.

The 90-second ad ran shortly after the game ended with the New England Patriots being crowned the champions.

Hyundai threw a Super Bowl party at the military base with food, drinks and big-screen TV’s.

Sgt. Richard Morrill, SPC Erik Guerrero and Cpl. Trista Strauch from the 4th Infantry Division were selected by the military to watch the game unlike all of the other soldiers watching the game.

Using satellite technology, 360-degree immersive pods and the film-making direction of Peter Berg, these three soldiers were able to watch the game as if they were in Hyundai’s luxury box at NRG Stadium. In a massive surprise, their families were at the game in a suite, making it seem as if the soldiers were watching the game right beside their families.

“No one can get enough of the military surprising their loved ones” when they return home, Eric Springer, chief creative officer of the ad agency Innocean USA, told USA Today. “We see that all the time. What we’ve never seen, (or at least) what we couldn’t find, was any soldier who was surprised by their loved ones.”

In order to film the ad before the commercial could be aired after the Superbowl, Peter Berg had to meet an aggressive deadline.

“We’ll shoot it during the first quarter,” Berg said. “We’ll have pretty much the second quarter and halftime to get it put together, then we’ll show it to the Department of Defense. They have to sign off on it. The NFL has to sign off on it. And Fox has to sign off on it. And of course Hyundai, our client, has to sign off on it. That gives us pretty much the third quarter to make changes and the fourth quarter to lock it in.”

“Days like this, the Super Bowl, when we can eat as many chicken wings and drink as many Budweisers as we want,” Springer said, “is because of our troops out and about throughout the world, doing what they do to give us that right.”

Soldiers from the 4th Infantry Division deployed in January to Poland and for the next nine months, will be rotating from the Baltics in the north to Romania and Bulgaria in the south.