Super Bowl commercials that honor military veterans aren't new, and odds are they're not going anywhere because dammit they're effective.
The 2017 Hyundai Super Bowl commercial is no exception. Troops stationed in Poland were treated to a surprise when Hyundai gave them a special Super Bowl screening experience. What they didn't know was that a few of their family members were also getting a treat.
While the service members watched the game in fully immersive, 360-degree live streaming pods, their families joined them via a Super Bowl LI box suite, complete with huggable high-tech teddy bears (wearing the uniform of the day) and cameras that allowed the family members to livestream with their heroes.
Hyundai teamed up with director Peter Berg (Deepwater Horizon, Lone Survivor) to shoot, edit, and broadcast the event.
"I'm honored to have worked on this project with the troops and [Hyundai] for the Super Bowl. Thank you for your service, and thank you for letting me be part of this," Berg said.