John Krasinski and Chris Evans will star in the Hyundai Super Bowl commercial
Whichever way you cut it, the Super Bowl is a big deal. As it big as it gets, as big as anything. The NFL, the National Football Association, generates more revenue than any other association or organization of its kind. It's got TV deals all over the place, with ESPN, CBS, Fox and NBC worth tens of billions. And that's before we get to deals with Internet giants like Amazon. In 2017, the NFL generated a $8,16b revenue and in 2018, it was 11,39b.
At the time of writing, we still don't know who's going to go head to head to snatch the title off the hand of current holders New England Patriots but we do know that this year's Super Bowl LIV (54th) is going to be held at the Hard Rock Stadium in Florida and we do know that the show will feature performances by Shakira and Jennifer Lopez and, this is the bit we should care about, a very expensive, and undoubtedly funny (they usually are) commercial by Hyundai.
As of last year, the average cost for a 30-second commercial during the Super Bowl was $5m, the same TV space during the Oscar is less than half that. And again, that was until last year so I'm pretty sure it's a lot more than that this year.
Over 100 million people are going to be watching and car manufacturers fight each other to get the coveted spot and this year, Hyundai is going to introduce the all-new Sonata in a 60-second ad which is going to run in the first quarter of the game featuring Hollywood actors Chris Evans (Captain America), John Krasinski (Amazon's Jack Ryan), Saturday Night Live star Rachel Dratch and Boston Red Sox legend, 3-time World Series champion David Ortiz. Hyundai has also released a teaser for the commercial, it's on YouTube.
The short film/ad was directed by Bryan Buckley, who has already directed over 60 Super Bowl commercials, and developed by Innocean USA marketing agency. Apart from Dratch, Ortiz, Krasinski and Evans, it is going to star the 2020 Sonata, one of the best-selling vehicles in North America. The Sonata is almost exclusively available for the North American market and that's a shame, because it is a good-looking vehicle that also makes a lot of sense.
Hyundai isn't new to this. A few years ago, it broadcast one of the most entertaining Super Bowl commercials ever, starring Kevin Hart and the Hyundai Genesis . I've embedded the video here so you can watch it.