Hyundai Azera at Oscars
Hyundai ran two commercials for the 2012 Hyundai Azera during the 2012 Academy Awards, “Modern Life” and “Talk To My Car”, both directed by Wes Anderson. “Modern Life” shows a man struggling to maintain order in a chaotic household while his wife phones in from her luxurious Hyundai. “Talk to my Car” highlights Hyundai Blue Link technology as the fulfilment of technology featured in fantasy and science fiction films.
“Modern Life” pans to the woman of the house delaying her arrival home by staying in the luxury of her 2012 Hyundai Azera in the driveway, surrounded by an array of sumptuous amenities such as front and rear heated seats, ventilated power front seats with an adjustable driver seat cushion extension, ambient lighting system, available premium Infinity® or Dimension audio systems and HD Radio(tm) technology with multicasting.
“Talk to My Car” provides references to well known voice-responsive cars from film history, including a Chitty Chitty Bang Bang-style flying machine, an underwater car in the style of The Spy Who Loved Me, and a car inspired by Knight Rider’s KITT.
Hyundai Azera Credits
The Azera campaign was developed at Innocean Worldwide by creative directors Robert Prins and Max Godsil, art director Tom Gibson and copywriter Steve O’Brien (Talk to My Car), art director Frauke Tiemann and copywriter Kevin Samuels (Modern Life), and agency producer Helen Erb.
Editor was Andrew Weisblum at Beast, Los Angeles, with executive producer Jon Ettinger.
Post production was done at public VFX by creative director Tony Smoller, executive producer Kim Nagel, VFX supervisor James Allen, Flame artists James Allen, Katrina Salicrup (Talk To My Car), Flame artists Julie Jang and Max Harris (Modern Life).