When carmaker Hyundai launched an all-new version of the Sonata-its longest-standing and most successful model-it did so on advertising's biggest stage: the Super Bowl. Like other event-sponsoring advertisers, however, Hyundai didn't just rely on an ad run during Super Bowl LIV. It made that ad the centerpiece of a fully integrated multimedia campaign. Developed by ad agency Innocean USA-an agency created in 2005 with Hyundai as its first client-the campaign not only became one of the most notable Super Bowl-based promotional campaigns that year, it surpassed numerous Hyundai objectives.

Small group discussion: Hyundai’s CEO wants to invest in a Super Bowl campaign next year but focus on its IONIQ electric vehicle. Take a couple of minutes to visit Hyundai’s website and learn about the vehicle. Then design a Super Bowl ad concept based on the learnings from the chapter. Think creatively and out of the box!