TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Hilarious
Hyundai’s humorous Super Bowl commercial shows how Hyundai Shopper Assurance can elevate the car buying experience without the fearful glances and groans of life’s other dreadful moments. The 60-second ad, “The Elevator,” will air during the first quarter of the game.
In the spot, Jason Bateman stars as an elevator operator in a building full of life’s best and worst experiences. When a happy couple explains they are going car shopping, the elevator descends stopping on floors named “Root Canal,” “Middle Seat,” and “The Talk,” where other passengers reluctantly step off. The elevator reaches “Car Shopping” and the doors open to a car lot with blaring music and inflatable “air dancers.” After realizing the couple used Shopper Assurance, Bateman cranks the elevator upwards and they are greeted by their brand-new Hyundai Palisade.
“We understand that shopping for a new car is typically something people don’t look forward to,” said Dean Evans, chief marketing officer, Hyundai Motor America. “However, our dealers are using Shopper Assurance as a north star in helping evolve and improve the retail experience. This year’s Super Bowl spot communicates the program in a fun, lighthearted way that viewers will relate to.”
Hyundai’s Super Bowl ad was developed by its agency of record, INNOCEAN USA, and is directed by Jim Jenkins, the well-known commercial director from O Positive who has worked on past successful Hyundai Super Bowl ads, including “Team” in 2013.
“For us, this commercial is a return to our comedic roots,” said Barney Goldberg, executive creative director, INNOCEAN USA. “We want it to be more than just laughs, though. We really aim for consumers to see themselves in our spot.”
Creative Credits
Hyundai Motor America
Chief Marketing Officer: Dean Evans
Executive Coordinator, Marketing and Communications: CY Park
Director, Marketing Communications: Paul Imhoff
Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis
Agency: INNOCEAN USA
VP, Executive Creative Director: Barney Goldberg
VP, Group Creative Director: Jeff Bossin
Creative Director: Ryan Scott
Associate Creative Director, Art: Brook Boley
Associate Creative Director, Copy: Carrie Talick
VP, Head of Content Production: Nicolette Spencer
Senior Producer: Melissa Moore
Content Producer: Devondra Dominguez
SVP, Head of Brand Management: Angela Zepeda
VP, Group Brand Director: Mike Braue
Brand Director: Bryan DiBiagio
Brand Manager: Christy Butler
SVP, Head of Strategy Planning: Kimberly Bates
Planning Director: Tim Anderson
SVP, HMA Media: Ben Gogley
Director, Media: Sean Gilpin
PR Manager: David Thalberg
Associate Director, Business Affairs: Lisa Nichols
Business Affairs Manager: Delores Martin
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Project Management Supervisor: Suzanne Cheng
Project Manager: Joy Simmons
Director, Product Information: Brian Bittker
Senior Product Manager: Charlie Ashby
Production Company: O Positive
Director: Jim Jenkins
Executive Producer: Marc Grill
Head of Production: Devon Clark
Production Supervisor: Sameet Patadia
DP: Trent Opaloch
Casting: Envision Studios
Editorial: Arcade Edit
Editor: Geoff Hounsell
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Sr Producer: Adrienne Tararin
Assistant Editor: Josh Miller
Color: Company 3
Sr Colorist: Dave Hussey
Producer: Gabriel Wakeman
Online/VFX: JAMM Visual
VFX Supervisor/Lead Compositor: Brian Hajek
Flame Artist: Jake Montgomery
Flame Artist: Miles Essmiller
Flame Artist: Mark Holden
CG Artist: Fred Hopp
Executive Producer: Asher Edwards
Producer: Ashley Greyson
Mix/Record Studio: Lime Studios
Executive Producer: Susie Boyajan
Sr Mix Engineer: Mark Meyuhas
Assistant Sound Engineer: Peter Lapinski
Sound Design Company: LSD
Executive Producer: Susie Boyajan
Sound Designer: Michael Anastasi / Kai Paquin
Music: Massive Music
Managing Director: Scott Cymbala
Creative Director: Ben Einziger
Creative Director: Tim Adams
Producer: Kiki McDaniel
