Sometimes You Eat the Car: Jeff Bridges Lends His Voice to Hyundai

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San Francisco's Goodby, Silverstein & Partners tapped Jeff Bridges to extol Hyundai's virtues in "Commitment" (for the cars' 10 year/100,000 mile warranty), "Air" (first in front and side airbags) and "Protection" (high crash test ratings) alongside director Noam Murro.

Murro provides the creepy, darkened visual tone for "Commitment" (for the cars' 10 year/100,000 mile warranty), "Air" (first in front and side airbags) and "Protection" (high crash test ratings), while Bridges reads the copy—a series of things-ain't-how-they-usedta-be mantras more suited to his philosophizing cowboy co-star in The Big Lebowski, Sam Elliott. A fourth, "Reveal," features copy in Spanish and no voiceover.

The campaign debuted about a month ago, with a series of :15 teasers for the website, ThinkAboutIt.com. Directed by Identity Media's Laurent Chanez, they eschewed showing the vehicles for panoramas and moving shots with superimposed text questioning the rites of auto buying.
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