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Hope Detector | Hyundai NFL Super Bowl LII

Hope Detector | Hyundai NFL Super Bowl LII

Not every Super Bowl advertisement tries to sell a product. Hyundai's ad, "The Hope Detector," surprised Hyundai owners at this year's Super Bowl LII. In addition to selling cars, Hyundai wants to wipe out pediatric cancer for good. And thanks to Hyundai owner donations made with every vehicle sold, Hope On Wheels® has made great strides for all children to live cancer free. The ad ends with, “Thanks to millions of our owners hope is our greatest feature. And it comes standard on every Hyundai.”


Corporate social responsibility differentiated Hyundai from other car companies. “When you go out and buy a car, every car has a bunch of features on it,” Innocean chief creative officer Eric Springer said. “What we realized with Hyundai Hope on Wheels … we have a feature called ‘hope,’ and that no other car company has that feature.”


  • Which other companies chose to focus advertising on charitable actions?
  • How do causes help companies connect with their customers?