Is it the Super Bowl, or the Do-Gooder Bowl?

Hyundai is using an expensive 60-second ad spot in Sunday's game to plug an organization dedicated to fighting childhood cancer, the automaker said today.

Hyundai's ad in the fourth quarter will promote a nonprofit group it funds called Hyundai Hope on Wheels that battles pediatric cancer. The automaker and its agency, Innocean, will assemble the commercial with a combination of content captured on game day and pre-shot footage. The spot will air in the fourth quarter.

Anheuser-Busch InBev has already released its cause-based spots: a Budweiser ad touting the brewer's Red Cross-affiliated program donating canned water to areas hit by natural disasters and a Stella Artois commercial plugging a partnership with Water.org, which invests in clean water initiatives for developing countries.

"Super Bowl ads always reflect the mood of the country to a certain degree," says Tim Calkins, a marketing professor at Northwestern University. "Our country has all sorts of issues right now and it's very polarizing. And this may be brands responding to that by embracing causes that everybody can rally around."

Read more about the philanthropic Super Bowl ads by E.J. Schultz at AdAge