Hyundai - Anachronistic City

February 06, 2011 | :30

Actor Jeff Bridges narrated three ads for Hyundai in 2011's Super Bowl XLV, as the automaker upped its ante from two spots the previous year.

The first two highlighted the fuel efficiency of its Elantra model and the other introduced the Sonata hybrid, following a formula laid out by Hyundai since it began advertising in the Super Bowl in 2009: Tout the best models gearing up for launch. That strategy would change in 2012, when Hyundai said it was putting more emphasis on ads designed with Super Bowl expectations in mind. 

But "Anachronistic City," for the new Sonata hybrid, already has plenty of markings of a Super Bowl ad: outlandish scenarios, comedic nostalgia, and a premise revealed only at the end to make sense of it all.

The ads were created by Innocean in Huntington Beach, Calif., which was assigned the business from Goodby Silverstein in late 2008. Innocean had then just been created as part of the Hyundai Group chaebol, which are South Korean conglomerate corporations usually run by one family. 

Director: Jim Jenkins, who lensed FedEx's "Not What It Seems" in 2007 and would also direct Hyundai's "Team" in 2013. Production company: O Positive. Director of photography: Paul Laufer. Executive producers: Marc Grill, Ralph Laucella.

Executive creative director: Jeff Spiegel. Creative directors: Doug James, Robert Prins. Senior copywriter: Steve O'Brien. Senior art director: Tom Gibson. Agency producer: Shelley Eisner. Head of production: Will Woollett.

Editorial: Rock Paper Scissors. Editor: Angus Wall. Post producer: Esther Gonzales. Music/sound design: Stimmung. Composer: Marc Bianchi. Sound designer: Gus Koven. Producer: Ceinwyn Clark. Audio post: Lime Studios. Mixer: Loren Silber. Telecine: Company 3. Colorist: Stefan Sonnenfeld.

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  • BrandHyundai
  • Year2011
  • AgencyInnocean
  • Superbowl #XLV
  • Quarter airedQ4