INNOCEAN’s Hyundai ‘First Date’ spot named in top 10 Most Memorable Super Bowl Ads

A Hyundai advertisement produced by INNOCEAN has been selected as one of the top 10 most memorable Super Bowl ads of the past decade, once again demonstrating INNOCEAN’s distinctive global creative capabilities.

INNOCEAN announced on the 13th that the Hyundai Genesis advertisement “First Date” produced by its INNOCEAN US in 2016 has been selected for the “Top 10 Most Memorable Super Bowl Ads of the Past Decade.”

Following the successful conclusion of the recent National Football League (NFL) championship game, the Super Bowl, a survey conducted by independent agency VCCP and Cowry Consulting on a panel of 1,000 U.S. residents ranked the Hyundai ad 4th, following Budweiser, Doritos, and Heinz. Notably, Hyundai is the only automotive brand among the ads included in the top 10.

“First Date” features a humorous story about a father using the Genesis G80’s car tracking feature to monitor his daughter’s first date. Popular entertainer Kevin Hart plays the role of an overprotective father, delivering a comedic performance that elicits laughter. The ad also received praise for organically highlighting the Genesis’s cutting-edge features within its comical storyline.

The advertisement created significant buzz, ranking first overall in ad preference surveys by USA Today Ad Meter during the 2016 Super Bowl. It not only ranked first overall among 63 Super Bowl advertisements, but was also the first by an automotive brand and non-U.S. company to claim first place, an unprecedented achievement. Owing to its immense popularity, the ad made a memorable impression on viewers that has lasted even after 10-odd years, as indicated by its high ranking in this recent survey.

“The Chase,” another Hyundai ad produced by INNOCEAN for Super Bowl 2016, also gained explosive popularity and continues to be discussed widely. “The Chase” features two men being chased by a bear who safely escape using the Genesis’s remote start function. The ad has 18 million views on YouTube, maintaining the highest view count among all Super Bowl advertisements to date.

Since becoming the first Korean advertising agency to produce a Super Bowl commercial in 2010, INNOCEAN has garnered attention from the industry both domestically and internationally by presenting fresh and innovative work every year. In 2017, its Kia advertisement ranked first in overall Super Bowl ad popularity, and in 2020, its Hyundai and Kia ads achieved the feat of simultaneously entering the top 10, ranking 2nd and 8th respectively. Last year, Kia’s “Perfect 10” commercial featuring the electric SUV EV9 ranked first among automotive brands and third among all advertisements.

This year, the only other automotive brands to participate in Super Bowl advertising were JEEP and RAM. Kia has introduced online marketing that predicts scores by quarter during the game season, while Hyundai has been actively utilizing the AFC/NFC Championship Games, which are like Super Bowl preliminaries, for marketing since 2020. To drive return on investment, along with the Super Bowl, the automotive industry has also recently implemented efficient interactive marketing strategies targeting specific consumer segments through digital platforms before and after games.

INNOCEAN Global CEO William Lee, said: “Since good advertisements create a long-lasting impression in consumers’ minds, we will continue to strive to showcase the best distinctive creative work in the global market.”

Meanwhile, the Super Bowl is one of the world’s largest sporting events, with over 100 million viewers in the United States alone. Each year, more than 50 leading global brands run Super Bowl advertisements, making it the largest advertising stage that attracts attention not only in the North American market but also worldwide.