This Hyundai spot via Omnicom Group's Goodby, Silverstein & Partners was one of the most-buzzed about in the 2009 Super Bowl because it launched the innovative Assurance Program, which allows new-vehicle buyers or leasees to return cars for up to a year after purchase if they lose their income due to a job loss. The free coverage was available to all buyers at participating dealerships and covered up to $7,500 in a buyers' negative equity. The Assurance program was discontinued in early 2011, but replaced with the Assurance Buy-Back Guarantee later that year.
"Contract" joined E-Trade's "Wings" and Bud Light's "Meeting" in Super Bowl XLIII conveying a theme of economic stress and "workplace anxiety," as Time TV critic James Poniewozik put it. It also became one of Creativity's 10 best spots of the year.
Hyundai and Goodby's other ad in Super Bowl XLIII, "Angry Bosses," featured a different sort of workplace stress.
Director: Noam Murro, whose extensive Super Bowl portfolio includes Audi's "Doberhuahua" and "Horse Head," Taco Bell's "Viva Young," Chevrolet's "2012," Pepsi's "King's Court," TurboTax's "Boston Tea Party" and Hummer's "Monsters." Production company: Biscuit Filmworks.
Goodby, Silverstein & Partners co-chairman/creative director: Jeff Goodby. Group creative directors: Jim Elliott, Chris Toland. Copywriter: Rob Thompson. Art director: Dino Spadavecchia. Agency producer: Stacey Higgins.
Telecine: Company 3. Colorist: Stefan Sonnenfeld. Sound mix: Lime Studios. Mixer: Sam Casas. Music: Rumor Mill. Editorial: Barbary Post. Editor: Bob Spector.
AGENCY: Goodby, Silverstein & Partners
QUARTER AIRED: Q4