Hyunda Will Shoot Commercial During Super Bowl LI, Air It Right After

Most companies spend months working on their commercials for the Super Bowl. But Hyundai is going to spend only a few hours creating its ad.

As impractical as that sounds, Hyundai announced Wednesday that it will shoot a 90-second TV spot during Super Bowl LI that will air it just after the final whistle, before the presentation of the Vince Lombardy Trophy. The official sponsor of this year’s game enlisted Peter Berg, who worked on”Patriots Day” and “Lone Survivor,” to direct the video.

Hyundai says the ad will capture “some of the best off-the-filed Super Bowl moments,” and that the company will release teasers for the commercial during Sunday’s AFC and NFC championship games. No other creative details have been released.

Although during the game would seem like the best time to run an ad, that might not necessarily be the case. Last year, Hyundai ran a commercial starring Kevin Hart between the coin toss and kickoff of Super Bowl 50, and it finished first in the USA TODAY Ad Meter, according to Automotive News.

And although Hyundai’s idea sounds great, a similar approach has been taken before, as Reebok ran a Super Bowl ad in 1994 that featured footage of the already-underway game between the Dallas Cowboys and Buffalo Bills.