Hyundai’s Super Bowl Ad Shames Vegan Dinner Parties and Vegans Aren’t Happy

The company responded on Twitter

Hyundai's joke about vegans in its ad is backfiring. Hyundai
Headshot of Ann-Marie Alcántara

For any vegan fan watching the Super Bowl, there was one ad that didn’t sit right.

Hyundai’s Super Bowl ad, dubbed “The Elevator,” featured Jason Bateman in a 60-second spot.

It was fairly innocuous, as Bateman, posing as an elevator attendant, took passengers down to different scenarios, each one worse than the last. However, one “bad” floor was a vegan dinner party, in which someone made “beet-loaf.” Vegan fans on Twitter were not happy with the ad and voiced their opinions—including Peta.

It’s gotten so bad that Hyundai is responding to customers on its Twitter account and stating that they don’t necessarily hate vegan food.

It’s Hyundai’s 11th time in the Super Bowl and the brand took a more comedic route than last year’s heartwarming ad, which touted the brand’s nonprofit arm, Hyundai Hope on Wheels.

Barney Goldberg, executive creative director at Innocean, the agency behind the ad, said in an earlier interview that he thought people would react “positively.”

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.