Moxie Pictures 'Don't Tell' for Hyundai
Moxie Pictures director Frank Todaro imagines a secretly adventurous family in the comical new :30 “Don’t Tell” for Hyundai out of Innocean Worldwide, Huntington Beach, CA. The spot features a daredevil, R-rated father having fun with his three kids, warning after each mischievous or playfully hedonistic activity, “Don’t tell mom.”
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“Don’t Tell” opens on the father and his brood watching a gory horror film at a drive-in. Just as a mummy’s disfigured face is about to be exposed, the dad whispers, “Don’t tell mom.” This is any kid’s dream. Next, we’re on the ski slopes where dad and son are at the ski-run intersection of “Bunny Lane” and “Devil’s Skull.” He excitedly warns again, “Don’t tell mom,” as they opt for the black diamond. Next they’re tee-peeing a tree, eating massive desserts, extinguishing an enflamed tent, and putting away a damaged mountain bike post-crash. The son is now hip to dad’s M.O., “Don’t tell mom?” he asks. “Yeah,” responds dad. A voiceover concludes, “The best stories you’ll ever tell start with ‘don’t tell,’” as a parent and kid parachute safely into a meadow after skydiving. We cut close to see this isn’t dad’s activity, it’s mom’s. “Don’t tell dad,” she chimes to her kid. “Start yours in the new Santa Fe,” adds the voiceover accompanied by the Hyundai logo and tag “New thinking. New possibilities,” closing out the spot.
Client: Hyundai
Title: “Don’t Tell” :30
Production Company: Moxie Pictures
Director: Frank Todaro
EP: Robert Fernandez
EP: Karol Zeno
EP: Roger Zorovich
Producer: Jason Manz
Production Supervisor: Valerie Thomas
DP: Jim Whitaker
Agency: Innocean Worldwide, Huntington Beach, CA
Creative Dir.: Robert Prins
Creative Dir.: Max Godsil
Art Director: Arnie Pesiado
Copywriter: Jeb Quaid
Sr. Producer: Shelley Eisner
Editorial: Rock, Paper, Scissor, Bicoastal
Editor: Carlos Arias
Editorial Producer: Marguerite Olivelle
VFX: a52, Santa Monica, CA
Sound: Bruce Perlman
