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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
