• by Tanya Gazdik , Yesterday

Hyundai Motor America has enlisted actress Parker Posey in a campaign for its Palisade Hybrid three-row SUV. 

Hyundai has a history of creating whimsical ads with comedians. But the vehicles are always the ultimate star, which is the case with “All That and More,” created by longtime national AOR Innocean USA. Media agency, Canvas coordinated the media buys.

The 60-second spot, which breaks Sept. 4 during the the NFL season premiere, features Posey driving the Palisade Hybrid through various situations that are stereotypically depicted in car commercials, including conquering absurd obstacles, going off-road, taking the family on a camping trip and traveling with pets. 

The voiceover is from comedian Jason Bateman, the voice of Hyundai, who challenges Posey’s stunts. Posey, who was recently lauded for her role as the drug-popping Southern matriarch on “White Lotus,” plays herself in the spot, said Kate Fabian, director of marketing communications.

“She's witty, she's confident and she has this incredible kind of individuality that kind of lined up perfectly with Palisade,” Fabian tells Marketing Daily. 

Bateman appeared in Hyundai’s 2019 and 2022 Super Bowl spots. He provided voiceovers beginning with the "Better Drives Us" campaign launched in 2019 after his appearance in a Super Bowl commercial.

“We paired Parker with Jason to give it a little bit of an extra spark," Fabian says. “Jason's important to us. He's been our voice of our brand for a number of years now. But for me, they just delivered that wow factor -- delivered it in a more entertaining way. And importantly, we wanted to ensure that we showed up in a very confident way.”

The campaign will be supported by 30- and 15-second ads as well as custom social media content featuring Posey. The fully integrated campaign will be featured throughout the rest of the year across social media, broadcast, streaming, audio, digital and programmatic platforms.

As part of Hyundai’s commitment to advertising in live sports, the ad will be featured across various upcoming sports programing including football, professional basketball, college football, and soccer. It will also be extended with custom digital content across Hyundai’s social media channels TikTok, Instagram, Facebook and YouTube, as well as direct-to-consumer marketing and HyundaiUSA.com.

“Social is really important to this target audience,” Fabian says. “So what you've seen with Parker, there's more of those, and there's also custom content around it. So lots of good stuff to really bring Palisade to life in a big way.”