This year, Hyundai’s humorous Super Bowl commercial shows how Hyundai Shopper Assurance can elevate the car buying experience without the fearful glances and groans of life’s other dreadful moments. The 60-second ad, “The Elevator,” will air during the first quarter of the game.
In the spot, Jason Bateman stars as an elevator operator in a building full of life’s best and worst experiences. When a happy couple explains they are going car shopping, the elevator descends stopping on floors named “Root Canal,” “Jury Duty,” “Middle Seat” (airplane purgatory), “The Talk” (a lesson on the birds and the bees), and Vegan Dinner Party (serving “beetloaf) where other passengers reluctantly step off. The elevator reaches “Car Shopping” and the doors open to a car lot with blaring music and inflatable “air dancers.” After realizing the couple used Shopper Assurance, Bateman cranks the elevator upwards and they are greeted by their brand-new Hyundai Palisade.
Jim Jenkins of O Positive directed “The Elevator” for agency INNOCEAN USA.
“For us, this commercial is a return to our comedic roots,” said Barney Goldberg, executive creative director, INNOCEAN USA. “We want it to be more than just laughs, though. We really aim for consumers to see themselves in our spot.”
Credits
Client Hyundai Motor America Agency INNOCEAN USA Barney Goldberg, VP, executive creative director; Jeff Bossin, VP, group creative director; Ryan Scott, creative director; Brook Boley, associate creative director, art; Carrie Talick, associate creative director, copy; Nicolette Spencer, VP, head of content production; Melissa Moore, sr. producer; Devondra Dominguez, content producer. Production O Positive Jim Jenkins, director; Marc Grill, exec producer; Devon Clark, head of production; Sameet Patadia, production supervisor; Trent Opaloch, DP. Casting Envision Studios Editorial Arcade Edit Geoff Hounsell, editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kirsten Thon-Webb, head of production; Adrienne Tararin, sr. producer; Josh Miller, assistant editor. Color Company 3 Dave Hussey, sr. colorist; Gabriel Wakeman, producer. VFX JAMM, Santa Monica, Calif. Brian Hajek, VFX supervisor/lead compositor; Jake Montgomery, Miles Essmiller, Mark Holden, Flame artists; Fred Hopp, CG artist; Asher Edwards, exec producer; Ashley Greyson, producer. (Toolbox: Houdini, Mantra, Flame) Mix/Record Studio Lime Studios Mark Meyuhas, sr. mix engineer; Peter Lapinski, assistant sound engineer; Susie Boyajan, exec producer. Sound Design LSD Michael Anastasi, Kai Paquin, sound designers; Susie Boyajan, exec producer. Music Massive Music Scott Cymbala, managing director; Ben Einziger, Tim Adams, creative directors; Kiki McDaniel, producer.
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
