Hyundai rolled out its Shopper Assurance program a year ago, and the automaker claims it has transformed the car buying process to one that provides customers with a frictionless, efficient, and transparent experience. Now, the company is putting a bunch of media money behind the program, tapping Jason Bateman to star in a 60-second first-quarter spot in the Super Bowl.
Bateman will be on hand to show how much better car buying can be with Shopper Assurance through his wry, comedic savvy in the ad.
“Jason Bateman is the perfect person to infuse humor into this year’s Super Bowl ad and help us communicate the universal truth that people want a better way to shop for and buy a new car,” said Dean Evans, chief marketing officer, Hyundai Motor America. “Hyundai has an answer with Shopper Assurance, a program that, together with our dealer partners, modernizes the car buying experience by making it more digital and convenient. The response to the program has exceeded our expectations, as it’s clear customers want an improved retail experience. This is a real differentiator for Hyundai, and with national advertising starting for the program, we expect it to continue to drive traffic to our dealers and improve the perception of our brand.”
Hyundai’s Super Bowl ad is being developed by its agency of record, Innocean USA and is directed by Jim Jenkins, commercial director from O Positive who has worked on past successful Hyundai Super Bowl ads, including ‘Team’ in 2013.
“For this role, it was always Jason Bateman. It had to be him. Jason is really the only person that could pull off humor like this while staying so likable,” said Barney Goldberg, executive creative director, Innocean USA.
In addition to the Shopper Assurance message, the 2020 Hyundai Palisade, the company’s new flagship premium three-row SUV, will be the featured vehicle in Hyundai’s in-game Super Bowl ad.
The Palisade will make its TV advertising debut the week before in a 30-second spot that will air during the AFC Championship Game on Sunday, January 20. The new ad will continue Hyundai’s SUV quality time theme, but instead of families getting outside together, they will make an exception and gather around the TV to watch the most important NFL games of the season. In addition to the AFC Championship Game appearance, the new ad will also run during the Super Bowl pregame show.
As an official sponsor of the NFL, Hyundai will engage with fans celebrating Super Bowl LIII in Atlanta outside Centennial Park at Super Bowl Live, and inside the Georgia World Congress Center as the presenting sponsor of the Super Bowl Experience Driven by Hyundai. At Super Bowl Live, January 26–February 2, Hyundai will be inviting guests to its ‘Fam Jam’ activation, which will include opportunities to compete against friends and family in a football-throwing accuracy competition and win a $500 gift card by guessing how many footballs fit inside a Hyundai Kona.