Hyundai contends that consumers have been conditioned to purchase boring compact cars for practicality and reliability, and accept uninspired design, cramped interiors, and limited innovation, for far too long. Marketing has systemically lowered expectations in the compact car segment, with consumers rewarding the industry by continuing to buy appliance-like clones. Hyundai urges consumers to “Snap Out of It,” with a two-part group therapy session beginning in the game’s first quarter with a spot called “Hypnotized,” followed by a healing session in Q3 with an ad called “Deprogramming.” Both offer the all-new 2011 Elantra as treatment for the malaise afflicting the long-suffering compact car shopper. The Super Bowl ads were preceded by a set of three related commercials, “Sheep”, “Car Wash” and “Childhood”.
Click on the image below to play the Hypnotize video in YouTube (HD)
Click on the image below to play the Deprogramming video in YouTube (HD)
Click on the image below to play the Car Wash video in YouTube (HD)
Click on the image below to play the Sheep video in YouTube (HD)
Click on the image below to play the Childhood video in YouTube (HD)
The Deprogramming campaign was developed at Innocean, Los Angeles, by executive creative director Jeff Spiegel, creative directors Doug James and Robert Prins, copywriter Greg Szmurlo, art director Arnie Presiado, agency producer Helen Erb, head of production Will Woollett.
Filming was shot by directing collective Stylewar via Smuggler with executive producers Patrick Milling Smith, Brian Carmody, Lisa Rich, Laura Thoe, line producer Helen Hollien, director of photography Eric Treml, production designer Floyd Albee.
Editors were Dan Swietlik (Hypnotized) and James Nelson (Deprogramming) at Cut + Run with post producer Christie Price. Visual effects and animation were produced at The Mill by VFX producer Sabrina Elizondo.
Sound and music were produced at Mophonics by composer Stephan Altman and arranger Josh Marcy (Deprogramming), composer/arranger Stephan Altman and composer Kenneth Gibson (Hypnotized), sound designers Chris Smith and Weston Fonger.