Jason Bateman is an elevator operator in Hyundai's Super Bowl ad

Actor plugs 'Shopper Assurance'

Published On
Jan 30, 2019

Editor's Pick

Jason Bateman plays an elevator operator in Hyundai's Super Bowl ad that pitches its "Shopper Assurance" program, which seeks to modernize the car-buying experience.

The ad, released today, compares car buying to dreaded activities like getting a root canal, taking the middle seat of an airplane, or delivering "the talk" to your kids. In the ad, car shopping occupies the bottom floor, but Hyundai positions its retail experience as superior by zooming the elevator up.

Shopper Assurance, which was launched in late 2017, includes flexible test drives in which cars are delivered directly to consumers, more transparent pricing posted on dealer websites, and streamlined purchasing in which buyers can complete paperwork online, rather than at dealers.

The 60-second ad, by Innocean USA, will run in the first quarter of Sunday's game.

By going for laughs, the ad takes a much different tone than Hyundai's approach for the previous two Super Bowls. Last year the automaker plugged its charity that fights childhood cancer. In 2017 it paid tribute to military troops stationed overseas.

Dean Evans, chief marketing officer at Hyundai Motor America, says the brand went with humor over a tear-jerker because it better fits the ad's topic. "There is no crying your way to a better Shopper Assurance," he joked in an interview. "But just reading society tea leaves, we also thought after two years of very somber messages, and a very somber environment we are in today, it was probably best for us to be in the Super Bowl and make people laugh."

About

Credits

Date
Jan 30, 2019
Client:
Hyundai
Agency:
Innocean-Huntington Beach
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
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
Director of Photography:
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
Senior Colorist:
Dave Hussey
Producer:
Gabriel Wakeman
Online/VFX:
Jamm VFX
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
Senior Mix Engineer:
Mark Meyuhas
Assistant Sound Engineer:
Peter Lapinski
Sound Design Company:
LSD Studio
Executive Producer:
Susie Boyajan
Sound Designer:
Michael Anastasi
Sound Designer:
Kai Paquin
Music:
Massive Music
Managing Director:
Scott Cymbala
Creative Director:
Ben Einziger
Creative Director:
Tim Adams
Producer:
Kiki McDaniel

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