Ad of the Day: Hyundai's 'Exobaby' Might Be the Oddest Metaphor Yet for Its Drivers

Feeling safe yet?

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It's tough to make babies the star of car commercials, seeing as they're a long way from driving age. Not that advertisers haven't tried. Now, Hyundai jumps in with perhaps the oddest baby-themed car ad yet—and certainly the most high-tech.

Meet Exobaby, the nameplate's new, clearly-intended-to-be-viral hero.

Thanks to a fancy robotic exoskeleton, this technological toddler has "amazing abilities that ordinary babies can never perform," Hyundai says. He's a minor Lee Majors, zipping around his home like a $6 million baby—part human, part cyborg, all impervious to danger.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in