The Power Of Ads - Hyundai Superbowl
By Jackie Chis
The advertising industry hasn’t always had the best reputation and is notorious for corrupting the self-esteem of consumers while breeding a culture of greed and material validation. While it’s easy to identify something as inherently good or inherently evil, like any industry, the advertising industry is made up a variety of creators who are complex.
In fact, contradicting this stereotype is a new trend found in advertising, where ads focus on social issues instead of on mass consumption and the shortfalls of humankind. Brands are honing in on ways to interact and address the real world issues of their consumers, rather than centralizing advertisements around specific products.
Super Bowl LII featured a number of ads which targeted the social responsibility of large corporations and charitable contributions that consumers make when they support responsible brands.
Hyundai perfected the art of the illustrating the way consumer purchases and corporate missions work hand in hand. Patrons filed into the Super Bowl experience, a theme park dedicated to promoting Super Bowl LII through a variety of theme park activities.
While everyone hurried in through the gates, Hyundai owners were pulled aside and ushered to a secluded room. Here, a special message from victims of childhood cancer thanked Hyundai drivers for participating in the ongoing Hyundai Hope on Wheels Initiative. Viewers teared up at emotional backstories about cancer treatment, keeping loved ones that were with them nearby with loose hugs.
As owners got teary eyed, the person on screen came out from behind a curtain and personally thanked viewers for playing an active role in their cancer treatment. The reveal was emotional, to say the least. Hugs were exchanged, and tears were wiped away.
While the experience clearly elicited the emotional response that Hyundai creative directors were
aiming for, the ad did much more than harvest raw emotion. More than anything, Hyundai closed the gap between a seemingly vague relationship that consumers have with the corporations they support.
When advertisements close that gap between consumers and being a part of the effectiveness of a corporate mission, a unification between the consumer and brand becomes solidified. A real time connection between personal values and consumer loyalty becomes established, and everyone in the relationship benefits.
Sure, it’s possible that brands are only doing this as a way to gain customer loyalty, but if a valuable cause benefits from that attempt, is there really much to be said about the value of brand intention? A responsible shift from feeding off of human insecurities towards using brand power to make the world a better place is refreshing, and all the more valuable in establishing brand reputation and maximizing the consumer experience.