Hyundai: The Elevator by Innocean USA

Client: Hyundai
Date: Jan 2019
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Hyundai has revealed its Super Bowl commercial that features Jason Bateman, an elevator and a building filled with life's best and worst experiences.

Developed by Hyundai's agency of record, Innocean USA, the ad is to promote Hyundai's 'Shopper Assurance' - an initiative to improve the often stressful process of purchasing a car.

Airing during the first quarter of the game this Sunday, the ad stars Jason Bateman as an elevator operator in charge of a lift that takes people down to life's worst experiences, and up to the best.

As a couple enter the lift, the attendant queries which floor the pair wish to go. When they say they wish to go car shopping, he replies gloomily, "oh you're going down."

The lift then descends through different nightmare floors including 'Root Canal,' 'Middle Seat' and 'The Talk,' before reaching 'Car Shopping.'

When the doors open to a car lot with blaring music and inflatable 'air dancers' the couple tell the attendant that they're using 'Shopper Assurance' and Bateman cranks the elevator up to top 'Shopper Assurance' floor.

Hyundai Motor America's chief marketing officer, Dean Evans, said: “We understand that shopping for a new car is typically something people don’t look forward to.

“However, our dealers are using Shopper Assurance as a north star in helping evolve and improve the retail experience. This year’s Super Bowl spot communicates the program in a fun, lighthearted way that viewers will relate to.”

Barney Goldberg, executive creative director at Innocean USA said: “For us, this commercial is a return to our comedic roots.

“We want it to be more than just laughs, though. We really aim for consumers to see themselves in our spot.”


Creative Credits

Hyundai Motor America

Chief Marketing Officer: Dean Evans

Executive Coordinator, Marketing and Communications: CY Park

Director, Marketing Communications: Paul Imhoff

Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis


VP, Executive Creative Director: Barney Goldberg

VP, Group Creative Director: Jeff Bossin

Creative Director: Ryan Scott

Associate Creative Director, Art: Brook Boley

Associate Creative Director, Copy: Carrie Talick

VP, Head of Content Production: Nicolette Spencer

Senior Producer: Melissa Moore

Content Producer: Devondra Dominguez

SVP, Head of Brand Management: Angela Zepeda

VP, Group Brand Director: Mike Braue

Brand Director: Bryan DiBiagio

Brand Manager: Christy Butler

SVP, Head of Strategy Planning: Kimberly Bates

Planning Director: Tim Anderson

SVP, HMA Media: Ben Gogley

Director, Media: Sean Gilpin

PR Manager: David Thalberg

Associate Director, Business Affairs: Lisa Nichols

Business Affairs Manager: Delores Martin

Broadcast Traffic Supervisor: Theresa Artaserse

Broadcast Traffic Manager: Valerie Neibel

Project Management Supervisor: Suzanne Cheng

Project Manager: Joy Simmons

Director, Product Information: Brian Bittker

Senior Product Manager: Charlie Ashby

Production Company: O Positive

Director: Jim Jenkins

Executive Producer: Marc Grill

Head of Production: Devon Clark

Production Supervisor: Sameet Patadia

DP: Trent Opaloch

Casting: Envision Studios

Editorial: Arcade Edit

Editor: Geoff Hounsell

Managing Partner: Damian Stevens

Executive Producer: Crissy DeSimone

Head of Production: Kirsten Thon-Webb

Sr Producer: Adrienne Tararin

Assistant Editor: Josh Miller

Color: Company 3

Sr Colorist: Dave Hussey

Producer: Gabriel Wakeman

Online/VFX: JAMM Visual

VFX Supervisor/Lead Compositor: Brian Hajek

Flame Artist: Jake Montgomery

Flame Artist: Miles Essmiller

Flame Artist: Mark Holden

CG Artist: Fred Hopp

Executive Producer: Asher Edwards

Producer: Ashley Greyson

Mix/Record Studio: Lime Studios

Executive Producer: Susie Boyajan

Sr Mix Engineer: Mark Meyuhas

Assistant Sound Engineer: Peter Lapinski

Sound Design Company: LSD

Executive Producer: Susie Boyajan

Sound Designer: Michael Anastasi / Kai Paquin

Music: Massive Music

Managing Director: Scott Cymbala

Creative Director: Ben Einziger

Creative Director: Tim Adams

Producer: Kiki McDaniel

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