Football Fans Make Questionable ‘Choices’ in Innocean’s NFL-Fueled Effort for Hyundai

By Erik Oster 

Innocean USA launched a new football-themed campaign for Hyundai, with NFL fans making some seriously questionable decisions tied to their love of the sport.

In “Choices,” a child informs his dad from the backseat that his baby brother vomited on himself. So the dad pulls over his Hyundai Santa Fe and looks in the trunk to discover the only thing he has to wipe it up is his prized Pittsburgh Steelers towel. He finds a creative, if not entirely responsible, solution.

In “Fishing Trip,” a Miami Dolphins fan’s wife tells him, “Don’t forget, we’re taking my parents out on the boat this Sunday.” Dismayed, he drives his Hyundai Elantra down to the docks and takes drastic measures, playfully set to the tune of Chirstoper Cross’ 1980 hit “Sailing.”

While the spots manage to show off a couple of each vehicle’s features, such as the Santa Fe’s Sirius XM recording feature, they suffer from their reliance on the ┬ábumbling dad/husband stereotype. Sure, the men in the spots are motivated by their love of NFL football but their actions (come on dad, no spit rag in the car?) come across as clueless and in the case of “Fishing Trip,” completely selfish. The agency did a better job of crafting a spot celebrating intense fandom in its recent “Field Goal” spot, which featured a dad exiting his house to celebrate a game-winning field goal in his car so as not to wake his sleeping baby. Still, it would be nice to see a female fan take center stage in at least one spot, especially considering women make up about 45 percent of NFL fans.

Client: Hyundai
Chief Marketing Officer: Dean Evans
Director, Brand Marketing Communications: Paul Imhoff
Senior Group Manager, Brand Marketing & Advertising: Monique Kumpis
Agency: Innocean USA
CCO: Eric Springer
Group Creative Director: Barney Goldberg
Associate Creative Director, Art: Jose Eslinger
Associate Creative Director, Copy: Carissa Levine
VP, Group Account Director: Marisstella Marinkovic
Account Director: Bryan DiBiagio
Account Supervisor: Jene Crandall
Account Executive: Alison O’Neill
Director of Product Information: Brian Bittker
Product Information Specialist: Lawrence Chow
Senior VP, Planning and Research: Frank Striefler
VP, Planning Director: Kathleen Kindle
VP, Media Planning: Ben Gogley
Media Director: James Zayti
VP, Director of Integrated Production: Victoria Guenier
EP/ Content Production: Nicolette Spencer
Content Producer: Melissa Moore
Business Affairs Director: Ann Davis
Assoc. Business Affairs Director: Lisa Nichols
Broadcast Traffic Supervisor: Theresa Artaserse
Broadcast Traffic Manager: Valerie Neibel
Project Management Supervisor: Darin Schnitzer
Production Company: O-Positive
Director: David Shane
DP: Ottar Gunnerson
Executive Producer: Ralph Laucella
Producer: Ken Licita
Product Manager: Sameet Patadia