Goodoil director Hamish Rothwell creates Hyundai 'Stuck' Super Bowl tvc for Innocean USA

hyu1.jpgGoodoil director Hamish Rothwell, through Rattling Stick, has created one of four TVCs, called 'Stuck', for Hyundai's Sonata Turbo via Hyundai's agency of record, Innocean USA, which ran during the second quarter of the Super Bowl.

With clever interpretations of real life moments that position a Hyundai vehicle as the ultimate sidekick and partner-in-fun, Hyundai aims to take a tongue-in-cheek approach to Super Bowl advertising. The spots use humor to highlight vehicle performance and function in a fun and memorable way.

VIEW THE SPOT
hyu2.jpgIn a tale told with observational humor and a little bit of empathy, viewers are taken on a journey through the eyes of a young couple as they encounter and get "stuck" behind some unexpected things on the road. But through it all, the Sonata Turbo allows them to dodge and quickly pass the obstacles with ease.

Says Steve Shannon, vice president of marketing, Hyundai Motor America: "Cars have become more than just a means of transportation - they can play an active role in empowering us throughout our everyday adventures, large and small.

"This year we developed a creative campaign that demonstrates the many ways that Hyundai is 'there for you' as a true partner-in-fun. Whether it's swiftly and safely maneuvering the unforgiving road in a Sonata Turbo or piling everyone in the Santa Fe for the ultimate play date, Hyundai is the perfect companion throughout all life's experiences."

The all-new Santa Fe is the most valuable player this year, starring in three of the five Super Bowl advertisements. Santa Fe delivers Hyundai's recipe of bold design, high-output powertrains with Gasoline Direct Injection (GDI) and a host of features to please drivers and passengers with high expectations for functionality, versatility and comfort.

Says Greg Braun, executive creative director at Innocean USA: "The creative for this year's Super Bowl is the most innovative work we have created for Hyundai to date. Hyundai connects with consumers by continuously being culturally relevant, and these new spots are a clear expression of that notion. Our Super Bowl campaign as a whole is meant to tell fun, relatable stories that depict our heroes - the people who drive our cars - and ultimately relay the message that Hyundai vehicles enable and inspire them to participate in the fun moments in life."

Hyundai is also leveraging various social media channels to add an interactive element to the campaign that will drive additional anticipation and awareness for the Super Bowl spots. Using the social power of Facebook, Hyundai offers viewers an entertaining dual-screen experience that really allows them to get in the game. "Stuck"

Client: Hyundai Motor America
Agency: INNOCEAN USA
Executive Creative Director: Greg Braun
Creative Director/Art Director: Robert Prins
Creative Director/Writer: Max Godsil
ACD/Art Director: Scott Wilson
Director of Integrated Production: Jamil Bardowell
Senior Producer: Shelley Eisner
Account Director: Valencia Gayles
Account Supervisor: Darcy Tokita
Product Specialist: Lawrence Chow
Production Company: Rattling Stick
Production Company: Goodoil Films
Director: Hamish Rothwell
Exec. Producer: Sam Long
Exec. Producer: Jen Barrows
Editor: Stewart Reeves
Visual FX: A52

2 Comments

one eye shut said:

nice one Hamish and Sam...love the dogs.

one eye shut said:

nice one Hamish and Sam...love the dogs.

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