Last year, the Super Bowl was watched by over 111 million people worldwide with over 16 million Canadians viewing some or all of it. And, every year, the commercials generate almost as much interest as the game itself. Unlike the their American counterparts, very few Canadian companies create original ads to take advantage of these huge numbers.
Hyundai Auto Canada Corp (HACC) has done just that for a second year a row with a 60-second epic called “Gaspocalypse”. The commercial tips its hat to the post-apocalyptic film genre and punctuates the fuel efficiency of the Sonata Hybrid.
Directed by Benji Weinstein, of Steam Films/Tool of North America, “Gaspocalypse” was filmed over two days in the Mojave Desert, just outside Los Angeles, with some of Hollywood’s leading stunt drivers.
“We wanted to create a spot that truly measured up on the Super Bowl stage,” said Gary Westgate, Senior VP and ECD at Innocean Canada. “And the production company pulled out all the stops to make sure it felt like you’re watching a blockbuster movie.”
Adds John Vernile, Vice President Marketing, Hyundai Auto Canada Corp, “We are thrilled to be one of the few Canadian companies committed to creating a unique commercial for the 2013 Super Bowl. People across North America tune-in to the game as much for the commercials as for the action on the field, so there is no bigger stage than the Super Bowl to make a statement about our hybrid’s world class performance.”
Aside from airing during the much-watched Super Bowl halftime show (last year, the ratings peaked during Madonna’s performance), “Gaspocalypse” will debut on Hyundai Canada’s YouTube Channel (YouTube.com/HyundaiCanada) and Facebook page (Facebook.com/HyundaiCanada) a week before the Super Bowl. It is further supported online on various websites including a 15-second teaser that’s produced like a movie trailer.
First Air Date: February 3rd, CTV during the half time of the Super Bowl
Client: Hyundai Auto Canada Corp (HACC)
Vice President, Marketing: John Vernile
National Advertising Director: Steve Majewski
Creative Agency: Innocean Worldwide Canada
Executive Creative Director: Gary Westgate
Creative Directors: Gary Westgate, Nelson Quintal
Art Director: Simon Duffy
Writer: Gary Watson
Agency Producer: Alina Prussky
VP, Group Account Director: Daniel Buckley
Account Director: Shannon Beaver
Agency Planner: Paul Kron
Production Company: Steam Films/Tool of North America
Director: Benjamin Weinstein
Line Producer: Jason Manz
Executive Producers: Krista Marshall, Jennifer Syces
Director of Photography: Amira Mokri
Editor: Brian Wells
Editorial Company: School Editing
Colorist/Transfer: Sean Coleman, CO3
Music and Sound Design: RMW
Music Producer/Sound Design: Steven MacKinnon, Ted Rosnick