The Hyundai Kona Connects This Earthbound Husband With His Astronaut Wife

Kevin stares at the stars…it turns out his wife Jane is in outer space. They send “miss you” texts. Aww. Probably not a good idea to text while you’re outside working on a space station, but I’ll let it slide. But then the spot pivots. He asks her if she can do “the thing” again. Amazingly, she’s able to unlock his Hyundai Kona from orbit. So is this a cute and funny commercial, or is Kevin a complete dipshit while Jane is doing big things? Interested to hear what you think. Jane the astronaut is played by Heather Pasternak, and Kevin is played by Brendan Ford. And the song is a cover of Steve Winwood’s “Higher Love”, performed by James Vincent McMorrow.


These Hyundai Sonata Drivers Belt Out “Sweet Caroline” During A Traffic Jam

Getting stuck in traffic sucks. But it helps if you have some good music to get through it. In this new Hyundai Sonata spot, a man (played by Brian Maillard) puts his pipes to use with a rousing rendition of Neil Diamond’s super-singable classic “Sweet Caroline.” It’s so infectious that he gets a female Sonata driver (played by Edi Patterson…thanks to a commenter for that info) right next to him to join in for a duet. Aww.

Hyundai’s Bleak, Awful, (And Now Pulled) Suicide Commercial

I am not an easily offended person. I tend to crack jokes that make politically correct types uncomfortable, and I think society is overall too sensitive. So it’s not often that I see ads that not only offend me, but make me angry. I can’t believe Hyundai’s European “Pipe Job” commercial for the iX35 (created by Innocean) even got approved. Almost immediately, we see a an exhaust pipe flowing into a car with sealed windows and know exactly what’s going on (shades of Lane Pryce from Mad Men). The tension builds and builds as a man is waiting for the inevitable…and then we see why nothing is happening. The man’s suicide attempt is foiled. It’s a really dark and disturbing way to show that the car has 100% water emissions. While the ad does have some visceral appeal, it made me upset and pissed off. Suicide is not something to joke about. But the best response has come from copywriter Holly Brockwell, who lost her father to suicide in the same manner presented in the commercial. Common sense prevailed as the ad has been pulled, and Hyundai has apologized. But still, it’s crazy that this ad was ever made.

Update: Looks like Hyundai shut it down on YouTube. I can’t embed it on here, but if you really want to see it, try Adweek.

Hyundai: Don’t Tell Mom/Dad

I really like this Hyundai Santa Fe commercial. It has a father spending time with his kids, doing fun but somewhat risky and/or morally questionable activities. Thus, the “don’t tell mom” line. But then, the tables are turned. Mom can have some fun too…skydiving with her son. Thus, “don’t tell dad.” It’s cute and tells an interesting story with a fresh perspective.

The 2011 Joshys: Part III

Parts I and II

The Joshy Grammy Award: Best music in a commercial. These were good ads to start with, but the music took them over the top.

Winner: Buick LaCrosse’s “Garage” featuring “Stars” by Girls Love Shoes

Dashboard looks very nice, voiceover is smooth and informative, and the commercial is stylish all around. But man, the song bumps. “Stars” has been near the top of my Spotify most-played list for a few months now.

Honorable mention: Captain Morgan’s “Ride Home” featuring “The Passenger” by Iggy Pop

Festive, fun, and catchy are a good combination…especially for a summer commercial.

The WTF? Award: The commercials that I watched numerous times to figure out what just happened.

Winner: Old Spice’s Fabio campaign

Bizarre, and didn’t make a whole lot of sense. Apparently Old Spice then had a battle between Fabio and The Man Your Man Could Smell Like, but by that point I stopped paying attention.

Honorable mention: Walmart’s “Yodeling Cat”

The “Yodeling Cat” is creepy and weird. The original is only on YouTube, but clips of it have been used for a current Walmart TV commercial.

The Wild Cards: These commercials didn’t really fit into any of my categories, but they still deserve recognition.

State Farm’s “Empire State of Mind”

Directed by Spike Lee, this would be a strong contender for commercial of the year. Stirring, powerful, and both solemn and triumphant.

Nissan Frontier’s “Landing Gear” and Hyundai Elantra’s “Fog and Smog”

I thought these were both stupid ads, but they were this year’s #1 and #2 posts on my blog, in terms of views and comments.

Well, that’s the conclusion of The 2011 Joshys. Hope you enjoyed it! I’m going to be heading to New York City through New Year’s, so I’ll try to update occasionally, but it won’t be as often.

Horrible White Boy Rappers Rollin’ In A Hyundai Elantra

This is real bad. In the old school, actually bad way. So bad that I’m sure it’s going to have cult popularity. The guy rapping/driving is DJ Dave, and he’s the leader of Fog and Smog. So until the holiday season is over or someone uploads something even worse, hold on. Elantra!

Hmm. It seems that I missed “It’s Getting Real in the Whole Foods Parking Lot”. Alright, it’s kinda amusing and this whole thing makes more sense now. But I still think the Elantra commercial is lame.

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