Developed by Hyundai's agency of record, Innocean USA, the ad promotes 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 (3 February), the ad stars Jason Bateman as an elevator operator. 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 cursed 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.”