US-ECONOMY-AUTO
The Hyundai logo is seen during the 2017 North American International Auto Show in Detroit, Michigan, Jan. 9, 2017. SAUL LOEB—AFP/Getty Images

Hyundai Will Shoot Its Super Bowl Commercial in Real Time

Jan 19, 2017

The Super Bowl is the pinnacle of TV advertising, and that means most advertisers spend months laboring over their TV spots.

But this year, Hyundai will try to get people's attention in a new way by filming its ad during the game, Ad Age reports. The Korean car company has purchased a 90-second ad that will air immediately after the game ends.

Hyundai is calling the ad a documentary, according to Ad Age, and while the automaker won’t release details, it did say the spot would include “some of the best off-the-field Super Bowl moments.”

Peter Berg, who directed Patriots Day and Deepwater Horizon, will shoot, edit and produce the spot, Hyundai told Ad Age.

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions