Hyundai Super Bowl — Good Clean Fun

Hyundai Shopper Assurance: How a new way to buy a car led to an elevator headed all the way down.

Insight

Buying a car is one of those experiences where you walk in feeling excited and walk out feeling like you survived a hostage negotiation. Everybody hates it. Hyundai Shopper Assurance introduced a whole new way to buy a car with no pain points, no misery. But how do we convince consumers we aren’t duping them?

Idea

Earn consumer trust by, for once, telling the truth - admitting how bad the car buying experience really is. Join us on an elevator journey into the depths of hell itself. Bottom floor? A typical car dealership.