Viewers of January’s Super Bowl LII may have been riveted by the on-field action of the New England Patriots and the Philadelphia Eagles, and entertained by what is marketers’ “greatest show on earth.” That is, the commercials. One commercial stood out among the ads for corn chips, soda, and beer. It was the one promoting hope for children with cancer.
The Hyundai Hope on Wheels Super Bowl spot, “Hope Detector,” features real-life Hyundai car owners who unexpectedly – and emotionally – meet grateful pediatric cancer survivors and their families at the Super Bowl Experience Driven by Genesis, the NFL’s interactive theme park at the Minneapolis Convention Center.
For 20 years, the Hyundai Hope on Wheels organization has been funding research into new treatments and cures for pediatric cancer. For every Hyundai car purchased, Hyundai and its U.S. dealers make a donation to Hope on Wheels. To date, Hope on Wheels has awarded $130 million in grants supporting pediatric cancer research.
Among the recipients is Comer Children’s Hospital, which has received more than $1 million in grants from Hope on Wheels. This support has helped Comer Children’s faculty to pursue research to uncover new therapies to treat cancers that commonly affect children, such as certain leukemias (cancers of the blood and bone marrow) and neuroblastoma (cancer in the nerve tissue), but where cure rates remain far too low.
“Hyundai and its dealers are committed to giving back to communities across the nation to address causes that help society,” said Zafar Brooks, director of corporate social responsibility at Hyundai Motor America. “We are proud of Hyundai owners, who join us in funding life-saving research and creating hope in the fight to end childhood cancer. Together we can win.”