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
posted on conceptcarz.com
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