Hyundai's Super Bowl Commercial 'The Elevator' Shows How Much Better Car Buying Can Be With Shopper Assurance

January 30, 2019 by Hyundai

•60-Second First Quarter Super Bowl Commercial 'The Elevator' Features Shopper Assurance, an Industry-First Program Streamlining the Car-Buying Experience

•Actor, Director and Producer Jason Bateman Stars in the Ad

•Link to Super Bowl LIII Ad: https://youtu.be/B5FzKB5TW0Y

FOUNTAIN VALLEY, Calif., Jan. 29, 2019 – 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,' '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.

'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.'

Hyundai's Super Bowl ad was developed by its agency of record, INNOCEAN USA, and is directed by Jim Jenkins, the well-known commercial director from O Positive who has worked on past successful Hyundai Super Bowl ads, including 'Team' in 2013.

'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.'

Hyundai Shopper Assurance

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Shopper Assurance consists of four elements that make the process of purchasing a car easier, faster and worry-free. Since the start of its national availability in February 2018, 632 of Hyundai's dealers now offer the voluntary program, representing more than 77 percent of Hyundai's sales volume. Customers who have purchased a Hyundai vehicle through the program have responded very favorably1:

•95 percent loved or liked the purchase process

•68 percent said it was better than their previous experience

•71 percent agreed it made them feel more positive about the Hyundai brand

•68 percent said it made them feel more positive about the Hyundai dealer

Shopper Assurance's four features include:

•Transparent Pricing: Participating dealers post the market pricing (MSRP minus incentives and any dealer-offered discounts) on their websites, so customers know exactly what the market price is for the vehicle. This can reduce the time it takes to negotiate a price and eliminate the frustration of widely advertised incentives not being displayed on dealer websites.

•Flexible Test Drive: Customers are given the option to conduct a test drive for any new vehicle on their own terms through Hyundai Drive, a platform that allows the test drive to be scheduled by contacting the dealer through its website, by phone or by using a custom-built app (in available markets). The selected test-drive vehicle can be delivered to a location of the customer's choosing, such as their home, their office or a coffee shop.

•Streamlined Purchase: Allows car buyers to complete most of the paperwork online prior to visiting the dealership for a vehicle in the dealer's inventory, reducing the total transaction time. This includes applying for financing, obtaining credit approvals, calculating payment estimates and valuing trade-ins.

•Three-Day Worry-Free Exchange: Customers who are not satisfied with their purchase is given a three-day period to return the car in exchange for another new Hyundai vehicle, contingent upon a dealer inspection and the vehicle having fewer than 300 miles since the purchase/lease date. This turns potential second thoughts into peace of mind. Full conditions and terms of the exchange policy can be found at hyundaiusa.com/shopperassurance.

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

Agency: INNOCEAN USA

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