• by Tanya Gazdik , 10 hours ago

Hyundai Motor America is once again making use of the huge audiences watching NFL conference championship games to break new creative.

The “Make Every Day Epic” campaign feature two ads starring actor and filmmaker John Krasinski and his former co-star (in the Amazon Prime series "Tom Clancy's Jack Ryan") John Hoogenakker.

The automaker previously worked with Krasinski on its 2020 Super Bowl spot,“Smaht Park.”

Creative developed in collaboration with Hyundai’s agency of record, Innocean USA, highlights how the Palisade Hybrid SUV provides capable luxury with its powerful engine and responsive steering. 

The spots show how the Palisade can turn a typically mundane activity (like picking up a friend for a tennis match, in “Epic Afternoon") into an epic adventure resembling an action film featuring quintessential car chase sequences.

Hyundai worked with director Sebastian Strasser and director of photography, Linus Sandgren, an Oscar winner for his work on “La La Land.” 

“I’m proud of this one; I think it's a lot of fun,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “I think it's going to be a spot people are entertained by, and maybe we want to seek out to watch after they've seen it on [broadcast TV.]”

Hyundai enlisted another celebrity, actress Parker Posey, for earlier Palisade spots.

Data shows that the Hyundai’s first wave of the Palisade campaign featuring ads starring Posey and Lil Jon drove increased search results for the non-lux SUV category during key programming, Gilpin tells Marketing Daily.

“You know, I think a big part of the spot is we're trying to make everyday activities feel epic, and at the same time, we need it to be relatable,” he says. “And John, working with his co-star, made their banter and interactions super-natural and relatable. So we kind of let John help pick who he wanted in the [passenger's] seat. And I think it played off really, really nice, because the two are just so natural together.”

A 30-second companion spot featuring Krasinski titled “Epic Groceries” will follow as the second installment of the campaign.The spot, which features the similar styling to “Epic Afternoon,” adds cinematic drama to an everyday errand as Krasinski accomplishes his mission of crossing everything off his shopping list while in the Palisade Hybrid.

Hyundai was in first place in search for 6 weeks in a row in the non-lux SUV category with over 65% during "Thursday Night Football," "Sunday Night Football," and the SNF Pregame show. It drove search engagement that was 860% above the norm, out-performing key competitors in the segment.

The ads will run across broadcast, streaming, digital and programmatic platforms, including additional sports placements like NBA games. 

The campaign will extend with custom digital content including vignettes that highlight key features of the Palisade such as heated seats and the dash camera. These will be featured across Hyundai’s social media channels including TikTok, Instagram, Facebook and YouTube.