Hyundai films Super Bowl ad in Alabama plant


Several hundred employees at the Hyundai Motor Manufacturing Alabama in Montgomery took part in filming 11/19 for a TV commercial expected to be aired during the Super Bowl XLVI, says the Montgomery Advertiser. A 70-member production crew worked on the 60-second spot, which will involve four days of shooting.

Those taking part were mum on the creative for the :60 spot, but Hyundai spokesman Robert Burns said it doesn’t focus on the Sonatas or Elantras that are built there, but the Hyundai brand.

Some 225 Hyundai employees present for crowd scenes in the commercial. 25 were selected through an audition process to be in the forefront of a few scenes.

Shots were filmed all around the facility in south Montgomery. There are several paid actors in the spot, but Burns said the company insistent that local employees get a chance to participate, too.

“If the commercial involves a team member job, it has to be a team member in that role,” he said. “Why would you pay 200 actors when you have 2,000 team members?”

This is not the first Super Bowl commercial shot in Montgomery. In December 2010, two 30-second spots featuring the 2011 Sonata were filmed there. This year, Hyundai has purchased three minutes of NBC air time that will air before and during the game on 2/5. Plans are for two or three pre-game commercials, two during the second half of the game and the 60-second spot before the kickoff.