×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Hyundai - Dad's Sixth Sense

February 02, 2014 | :30

This one's a charmer in which a dad, using intuition and lightning-fast reflexes, repeatedly saves his apparently accident-prone son from near-death experiences. The first couple of scenarios may even make new parents squeamish, but overall the spot is funny.

The ad via Innocean also shows a clear product attribute in a realistic situation: The Hyundai Genesis carries on dad's noble work by stopping Junior from rear-ending another vehicle.

"Dad's Sixth Sense" was one of two Hyundai ads in Super Bowl XLVIII (compare it with "Nice"), the carmaker's seventh consecutive big game appearance. For this trip out, Hyundai announced both buys in September 2013 and posted both on the web the Monday before the Super Bowl. 

Send credit info to SuperBowlAdArchive@adage.com.
  • BrandHyundai
  • Year2014
  • AgencyInnocean
  • Superbowl #XLVIII
  • Quarter airedQ1