The Super Bowl may be the advertising industry's grandest stage–with viewership that surpasses 100 million people each year–but that doesn’t mean it’s the only game in town for scoring massive audiences. Sure, it's an institution that guarantees "a moment" in American culture. And Hyundai acknowledged Super Bowl LVI as a bona fide launch moment for its IONIQ 6... but also refused to subscribe to the prevailing notion that “Success” was ordained by taking a small fortune and spreading it across channels. With big competition and bigger stakes, this was no sit-it-out moment. This was a chance to outsmart the competition.