Hyundai Drivers Do the Most Asinine Things for Football in Brand’s New NFL Ads

Obsession on a new level

Hyundai drivers are weird, weird people who do weird, weird things because of football, according to Innocean USA's amusing new ads for the NFL sponsor.

In "Choices," a Pittsburgh Steelers fan has to clean up baby mess in his Hyundai Santa Fe. But what if he misses a crucial play while deciding whether or not to wipe up the vomit with his Terrible Towel? Thanks to his car's 8-inch Touch Screen with Sirius XM recording feature, he won't miss anything. As for the vomit, well, you can see for yourself.

OK, so maybe the cause-and-effect isn't super clear in this ad, and as a Ravens fan I'm required to hate it, but I see what they were going for. Still, if that towel's actually been to a Steelers game, it's had grosser stuff smeared on it there than anything a child could produce.

The second spot, "Fishing Trip," poses another dilemma. A Miami Dolphins fan might miss the game because he has to take his in-laws out for the afternoon. Of course, a silly, 1980s-sitcom problem requires an equally boneheaded solution, and our hero obliges (with help from his Elantra's Proximity Key Entry with Push Button Start) just so he can sit at home and watch the Dolphins lose for 17 weeks straight.

Is it a mistake to connect the Hyundai with two instances of terrible judgment? Probably. But since they're shackled to professional football, they're used to it by now.


Client: Hyundai

Chief Marketing Officer: Dean Evans

Director, Brand Marketing Communications: Paul Imhoff

Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis

Agency: Innocean USA

CCO: Eric Springer

Group Creative Director: Barney Goldberg

Associate Creative Director, Art:  Jose Eslinger

Associate Creative Director, Copy: Carissa Levine

VP, Group Account Director: Marisstella Marinkovic

Account Director: Bryan DiBiagio

Account Supervisor: Jene Crandall

Account Executive: Alison O'Neill

Director of Product Information: Brian Bittker

Product Information Specialist: Lawrence Chow

Senior VP, Planning and Research: Frank Striefler

VP, Planning Director: Kathleen Kindle

VP, Media Planning: Ben Gogley

Media Director: James Zayti

VP, Director of Integrated Production: Victoria Guenier

EP/ Content Production: Nicolette Spencer

Content Producer: Melissa Moore

Business Affairs Director: Ann Davis

Assoc. Business Affairs Director: Lisa Nichols

Broadcast Traffic Supervisor: Theresa Artaserse

Broadcast Traffic Manager: Valerie Neibel

Project Management Supervisor: Darin Schnitzer

Production Company:  O-Positive

Director: David Shane

DP: Ottar Gunnerson

Executive Producer: Ralph Laucella

Producer: Ken Licita

Product Manager: Sameet Patadia David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.
Publish date: September 13, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT