TEXT. <Life is Orange> Editorial Dept
COOPERATION. Greg Braun (Executive Creative Director, IWA)
우승상금 850만 달러, 티켓 3,000달러, 점유율 71%, 시청자 1억 840만명…. 올해로 47회를 맞는 슈퍼볼(Super Bowl)은 프로 미식축구 챔피언결정전이다. 그러나 광고인에게 슈퍼볼은 운동경기 이상의 가치가 있다. 바로 경기 중간에 삽입되는 광고! 30초에 400만 달러라는 천문학적인 광고비용은 그 파급 효과에 비하면 전혀 아깝지 않다. 그렇기에 광고인들은 슈퍼볼 광고에 최고의 아이디어, 최고의 모델, 최고의 스태프를 동원해 기어이 ‘꿈의 30초’를 만들어낸다. 그러다 혹 경기가 끝난 뒤 발표하는 USA TODAY 슈퍼볼 광고 조사에 이름을 올린다면 그보다 더 큰 영광도 없을것이다. 그러니 오죽할까. 작년에 이어 올해 역시 톱 10에 이름을 올린 이노션 월드와이드의 마음은! 이번 USA TODAY 슈퍼볼 광고 조사에서 9위를 수상하고, 국내 유일의 쾌거에 일조한 IWA의 ECD, <Team>의 GregBraun이 그 심경을 직접 전한다.
KID ASSEMBLES TEAM
Q1. What inspired the creative team at IWA to come up with the idea behind the in-game commercial <Team>?
The idea for <Team> was born out of the fact that the all-new Santa Fe holds seven passengers. Seven people can make an entire team, a “Magnificent Seven.” And if you’re assembling a team for a Super bowl commercial, it goes without saying that it has to be a “Dream Team.”
Q2. Were there any challenges in making <Team>? How did you overcome them?
The biggest challenge is to create a spot for the Super Bowl audience that will have the right balance of entertainment but not lose sight of telling the audience about Hyundai’s key benefits. I think we struck that balance perfectly with <Team> - it was an extremely entertaining spot, that the audience could relate to and that also showcased the all-new seven-passenger Santa Fe.
Q3. Any interesting behind-the-scene anecdotes that you can share with us about <Team>?
There were some fun behind-the-scene anecdotes from the set of <Team>. First, it took almost three weeks to cast the perfect team - including looking for actors on the east and west coasts. The bear in the commercial was named “Amos” and did what he was told as long as he got a marshmallow or a cream filled cookie every ten seconds. He was demanding. The bear wrestling scene was shot twice to make it look real, once with the child wrestling a man in a bear costume, then again with a real bear without the child. Then the two scenes were comped together using state of the art computer graphics. Also, it took five people to hoist the man being rescued from the burning building so that the child could be comped into the scene, making it look like he was actually carrying the man.
Q4. What do you think of the USA TODAY Ad Meter results? Did they meet your expectations?
We’re thrilled with the results. This year, the voting system changed dramatically, as the number of worldwide panelists increased by a factor of ten. Every major advertiser in the Super Bowl leverages the very best thinking, best talent, and best resources at their disposal. The competitive stakes couldn’t have been higher, and we’re very pleased with the outcome.
Q5. Aside from USA TODAY Ad Meter results, what has been the general reaction to the commercial <Team> and Hyundai’s Super Bowl efforts?
The reaction has been simply incredible. In addition to making USA TODAY Ad Meter Top 10, Hyundai made a host of other notable Super Bowl Top 10’s, including Time Magazine’s Top 10, MTV’s Top 10, Auto Week’s Top 10, Yahoo’s Top 10 Most Buzz Generating Ads, TiVo’s Top 10 Most Re-watched Ads, and many more. Additionally, the commercials created a flood of online traffic to both Edmunds.com and AutoTrader.com, with online traffic increases of 738% and 1,004% as reported by AdWeek. The day after the Super Bowl, CNN Money reported, “Hyundai Wins Super Bowl Auto Ad Wars.” Something that wouldn’t have been possible without the exceptional support of the entire INNOCEAN organization.
IWA의 ECD Greg Braun. 신형 싼타페 광고로 슈퍼볼 광고 톱10에 오르는 놀라운 결과를 낸 그는 이 모든 것이 전 임직원의 각별한 지원 덕이라고 밝혔다.
슈퍼볼 경기 중 1쿼터에 방영된 30초짜리 광고 <Team>. 불량소년에게 미식축구공을 뺏긴 주인공이 엄마와 함께 싼타페를 타고 6명의 ‘드림팀’을 모아 불량소년 팀과 대결하는 내용으로, 싼타페의 7인승 사양을 재치 있게 강조했다는 평가를 받았다.
