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,” “Jury Duty,” “Middle Seat” (airplane purgatory), “The Talk” (a lesson on the birds and the bees), and Vegan Dinner Party (serving “beetloaf) 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.
Jim Jenkins of O Positive directed “The Elevator” for agency INNOCEAN USA.
“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.”
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2019-02-01)
Credits
Client Hyundai Motor America Agency INNOCEAN USA Barney Goldberg, VP, executive creative director; Jeff Bossin, VP, group creative director; Ryan Scott, creative director; Brook Boley, associate creative director, art; Carrie Talick, associate creative director, copy; Nicolette Spencer, VP, head of content production; Melissa Moore, sr. producer; Devondra Dominguez, content producer. Production O Positive Jim Jenkins, director; Marc Grill, exec producer; Devon Clark, head of production; Sameet Patadia, production supervisor; Trent Opaloch, DP. Casting Envision Studios Editorial Arcade Edit Geoff Hounsell, editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kirsten Thon-Webb, head of production; Adrienne Tararin, sr. producer; Josh Miller, assistant editor. Color Company 3 Dave Hussey, sr. colorist; Gabriel Wakeman, producer. VFX JAMM, Santa Monica, Calif. Brian Hajek, VFX supervisor/lead compositor; Jake Montgomery, Miles Essmiller, Mark Holden, Flame artists; Fred Hopp, CG artist; Asher Edwards, exec producer; Ashley Greyson, producer. (Toolbox: Houdini, Mantra, Flame) Mix/Record Studio Lime Studios Mark Meyuhas, sr. mix engineer; Peter Lapinski, assistant sound engineer; Susie Boyajan, exec producer. Sound Design LSD Michael Anastasi, Kai Paquin, sound designers; Susie Boyajan, exec producer. Music Massive Music Scott Cymbala, managing director; Ben Einziger, Tim Adams, creative directors; Kiki McDaniel, producer.
Ad agency Innocean Berlin has launched a full visual rebrand and platform for NewMotion, designed to bring more diverse talent behind the camera by giving German production companies a way to open their sets to new voices.
The launch comes at a pivotal moment for the German film industry: In recent years, Germany has seen global acclaim for Oscar-nominated and award-winning productions like All Quiet on the Western Front and The Teacher’s Lounge. At this year’s Berlinale, the number of national and co-produced films reached an all-time high. Meanwhile, the federal government has committed to nearly doubling its production funding, now reaching €250 million ($291 million U.S.)
But while international demand for German productions is growing, the industry still struggles with lack of diversity, limited access and an over-reliance on networks and connections. NewMotion was created to help change that.
At the heart of the project is Germany’s largest online film industry database, a platform designed to connect production companies with aspiring crew members through on-set shadowing experiences, developed in collaboration with BuzzWoo. Covering more than 60 different behind-the-scenes roles, the online platform provides applicants with hands-on access to an industry that has often been difficult to break into.
The platform provides users with real-time listings for shadowing, internships, and training opportunities. For those unsure where to start, there’s an AI-powered “Skillmatcher” tool, an interactive quiz that suggests suitable film professions based on users’ personal strengths and interests. An additional interactive film experience lets users explore a virtual film set and learn about various roles by clicking on... Read More
