FOUNTAIN VALLEY, Calif., July 9, 2019 – Audiences of Hyundai’s advertising in the U.S. will have a new and recognizable voice as actor, director, and producer Jason Bateman will provide the voice- overs for its national traditional and digital advertising. Jason’s voice-over work with Hyundai started this past weekend with a new brand campaign that communicates the company’s “Better Drives Us” positioning.
“We were looking for a voice that is recognizable and relatable,” said Dean Evans, CMO, Hyundai Motor America. “After Jason starred in our highly successful Super Bowl 53 commercial, we knew he would be the perfect fit to communicate our brand’s message. He is versatile in a way that he can be both humorous and entertaining, but also serious and informative. We are extremely excited to continue working with him.”
Hyundai’s “Better Drives Us” campaign stems from the “we make things better” brand promise that was first introduced in 2016. Hyundai continues to prove it is a company that does the right thing for people with a new lineup of vehicles, technologies, and services, all designed to benefit the customer. This includes recognitions such as being tied for the most Insurance Institute for Highway Safety (IIHS) TOP SAFETY PICK and TOP SAFETY PICK+ Awards, finishing as the second-highest non-premium brand in the J.D. Power’s 2019 U.S. Initial Quality Study (IQS), having one of the lowest ownership costs in the industry according to Kelley Blue Book’s 5-Year Cost to Own data and continuing to offer America’s Best Warranty, among many others.
Hyundai also demonstrates its commitment to making things better through various acts of the brand. Programs like Shopper Assurance that make it easier to buy a new vehicle, recent Super Bowl campaigns that made it better for U.S. military in 2017 and showcased Hyundai’s non-profit organization Hope On Wheels in 2018, all demonstrate how Hyundai puts people first.
The new campaign was directed by Wally Pfister, the cinematographer and director known for his work with Christopher Nolan on blockbuster films such as The Dark Knight and Inception, while Cold War Kids’ musical hit “First” is the soundtrack for the spots. The ads ran during this past weekend’s FIFA Women’s World Cup Final, and will appear in high-visibility national programming such as Discovery’s Shark Week and in cinemas before major motion pictures.
“We are thrilled to work with Jason Bateman again,” said Barney Goldberg, executive creative director at INNOCEAN USA. “He was amazing to work with in Hyundai's Super Bowl spot this year. We think he is the perfect choice to be the voice of Hyundai. With Jason’s wit and charm, we see this campaign as a real opportunity to showcase to consumers all the ways Hyundai helps make things better for people.”
The 60-second hero spot, “Better Drives Us,” highlights these brand attributes and communicates how Hyundai strives to do the right thing for people.
In addition, Hyundai produced a series of 30- and 15-second pieces that dive deeper into the different ways Hyundai puts people first, such as its safety accolades, industry-leading warranty, and low cost of ownership. For example, the 30-second spot, A Greener Future, highlights Hyundai’s alternative-fueled vehicle lineup.
Jason Bateman most recently worked with Hyundai starring in its 60-second first-quarter Super Bowl 53 ad, “The Elevator”, showing how much better car buying can be with Shopper Assurance. The ad was a success as consumers ranked it the fourth best commercial overall and the No. 1 automotive ad on USA TODAY’s Ad Meter. In addition, the spot scored 623—well above normal—on Ace Metrix and outperformed all other non-luxury automotive brands.
Hyundai first worked with Jason Bateman back in 2011 when he voiced-over several Hyundai commercials during the 2011 Academy Awards as a replacement for Hyundai’s voice at the time, Jeff Bridges, who was nominated that year.
Creative for the brand campaign was developed by Hyundai’s agency of record, INNOCEAN USA.
Hyundai Motor America
Hyundai Motor America is focused on delivering an outstanding customer experience grounded in design leadership, engineering excellence and exceptional value in every vehicle we sell. Hyundai’s technology-rich product lineup of cars, SUVs and alternative-powered electric and fuel cell vehicles is backed by Hyundai Assurance—our promise to deliver peace of mind to our customers. Hyundai vehicles are sold and serviced through more than 830 dealerships nationwide and the majority sold in the U.S. are built at U.S. manufacturing facilities, including Hyundai Motor Manufacturing Alabama. Hyundai Motor America is headquartered in Fountain Valley, California, and is a subsidiary of Hyundai Motor Company of Korea.
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