In this humorous Hyundai ad, actor Jason Bateman stars as a uniformed elevator operator taking unfortunate souls through real-life circles of Hell—with car shopping at the very bottom.
First, there’s “Root Canal,” followed by “Jury Duty.” As the group descends, the nightmarish elevator lets people off at the middle seat on a 6-hour flight, a birds-and-the-bees talk with a clueless father, and lastly a vegan dinner party (featuring Sergio’s famous “beetloaf”). Then, at the lowest level, the elevator comes to a dusty car lot complete with inflatable tube men.
“No, sorry, we’re getting a Hyundai,” a car-buying couple says. The ad promotes the automaker’s Shopper Assurance program that allows for more transparent pricing, a three-day exchange period and free test drives scheduled at the shopper’s desired location.
“Hyundai? Going up,” Bateman replies, rocketing the couple to a Heaven-like showroom containing the not-yet-available 2020 Hyundai Palisade SUV.
Created by Innocean Worldwide, this 60-second spot is a comical departure from Hyundai’s previous two Super Bowl ads, which pulled at the heartstrings. In 2018, the company’s commercial promoted its charity that fights childhood cancer, while in 2017, it paid tribute to troops stationed overseas.
Going for laughs won the first-quarter “Elevator” spot high praise; it came in No. 4 in USA Today’s Ad Meter ranking.
AGENCY: Innocean Worldwide
SUPER BOWL: LIII
QUARTER AIRED: Q1