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.