Sometimes arresting Super Bowl advertising isn’t an “extreme dream sequence” (see Kia’s “A Dream Car. For Real Life,” also in 2012) or a bursting pinata of sights (see Samsung’s “A Thing Called Love”). Case in point: “Think Fast,” the fine execution of one simple joke over a short stretch of road.
This was one of two Hyundai ads in Super Bowl XLVI, along with “Cheetah,” illustrating the risks of being on foot around the titular animal. Both were created by Innocean.
Director: Daniel Kleinmann. Production company: Rattling Stick. Director of photography/producer: Giorgio Scali. Producer: Johnnie Frankel.
Creative directors: Max Godsil, Robert Prins, Eric Springer. Associate creative directors: Kevin Samuels, Frauke Tiemann. Copywriters: Scott Hanson, Jeb Quaid. Art director: Arnie Presadio. Senior producer: Jen Weinberg. Head of production: Will Woollett.
VFX: MPC L.A. Executive producer: Asher Edwards. Producer: John Attard.
Editorial: Cut & Run. Editor: Steve Gandolfi. Assistant editor: Isaac Chen. Music: Endless Noise.Send credit info to SuperBowlAdArchive@adage.com.