Innocean USA's New Hyundai Spot Puts Backseat Drivers in Their Place

Hyundai Motor America has announced that actor Paul Rudd will serve as the new voice for its national advertising, starting with a new campaign for the 2015 Hyundai Sonata.

“We were looking for a voice that could be recognizable and relatable to a new generation of car buyers,” said Steve Shannon, vice president of Marketing, Hyundai Motor America. “Rudd can be serious, humorous, informative and entertaining all at the same time. It’s his modern sensibility that we knew would be a perfect match for today’s customers.”

Rudd’s first voice-over includes the new spot “Co-Pilot,” which takes a humorous approach towards the back seat driver mentality. As two couples head into San Francisco for a night on the town, they’re joined by a man in the back seat. “The backseat driver” is quickly schooled by the Sonata’s safety and navigation system as it leads the group to their destination. Creative was developed by Hyundai’s agency of record, INNOCEAN USA.

For the last seven years, actor Jeff Bridges was the narrative talent for Hyundai. “Hyundai’s relationship with Jeff Bridges is one of the longest in the industry –narrating ads for industry leading vehicles and programs such as Hyundai Assurance,” said Shannon. “While we say goodbye to an epic era with Jeff, we are extremely excited to have Paul come on board.”

The Sonata campaign also includes an online video series directed by Tool's Matt Ogens that follows the Sonata’s journey 3,000 miles across the U.S; and an interactive game powered by Google technology. The 3,000-Mile Test Drive highlights people from all trades – an Alabama-based Hyundai factory worker, a Hyundai racecar driver speeding through the hills of Pike Peak, CO, and even the head of marketing for Google Maps’ business. Each video highlights a feature of the Sonata that has impacted the passengers’ personal journey (i.e. design, safety, technology, speed).