This Hyundai spot by Goodby, Silverstein & Partners takes viewers to the fictional versions of Lexus and BMW corporate headquarters, where upper management is incensed that the Genesis won 2009 North American Car of the Year at the Detroit Auto Show. 

Hyundai and Goodby also ran "Contract" in Super Bowl XLIII.

Director: Jeff Goodby. Production company: Biscuit Filmworks.

Co-chairman/creative director: Jeff Goodby. Art director: Will Hammond. Copywriter: Erik Enberg. Executive producer: Elizabeth O'Toole.

Editorial: HutchCo Technologies. Editor: Jim Hutchins.

BRAND: Hyundai

YEAR: 2009

AGENCY: Goodby, Silverstein & Partners

SUPERBOWL: XLIII

QUARTER AIRED: Q2