Jason Bateman goes down in Hyundai Super Bowl spot


The Super Bowl is tomorrow and the Reel 360 Team is still checking out many of the spots that will happen in between downs this year.

From Innocean USA comes 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 according to a statement.

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,” “Middle Seat,” and “The Talk,” 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. Watch the spot directed by O Positive’s Jim Jenkins below:

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

“For us, this commercial is a return to our comedic roots,” added 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.”

This year’s Super Bowl seems particularly celebrity-driven (pun intended) but Hyundai should stand out with Bateman’s comedic delivery which is on point.

Client: Hyundai

   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

Source: Hyundai