Oscars Watch: Hyundai Taps Wes Anderson for Retro Commercials


Hyundai has tapped director Wes Anderson for two of its seven 30-second spots that will premiere during the Oscars telecast on Sunday. All seven spots once again feature Hyundai America brand voice, Oscar-winner Jeff Bridges.

“Talk to My Car,” above, promotes (in Hyundai’s words) “the idea that you can talk to your car is no longer fantasy or science fiction, thanks to Hyundai’s Blue Link. This innovative technology makes driving safer, easier and more fun. By keeping your 2012 Azera connected at all times, Blue Link can help you find a gas station or a shortcut, learn about mechanical issues, get regular maintenance alerts, call for help and even find you a great Italian restaurant nearby.”[more]

In “Modern Life,” below, “the 2012 Hyundai Azera’s interior surrounds you with an array of sumptuous amenities such as front and rear heated seats, ventilated power front seats with an adjustable driver seat cushion extension, ambient lighting system, available premium Infinity® or Dimension audio systems and HD Radio(tm) technology with multicasting. Plus the iPod®/USB and auxiliary input jacks make for great connections as does the Bluetooth hands-free phone system.”

Known for his quirky sensibilities, Anderson’s previous commercials include commercials for Ikea, a series of spots for American Express (including a self-spoofing spot and another featuring Andy Roddick), partnering with Brad Pitt for SoftBank in Japan, and for Stella Artois, “Apartomatic” and last year’s Super Bowl spot (“Crying Jean”) starring Adrien Brody.

As the New York Times notes, “Hyundai Motor America intends to devote four of the seven commercials it is to run during the show — all of them by the Innocean Worldwide Americas agency — to a luxury model, the 2012 Azera sedan, that with a sticker price of around $32,000 is aimed at the affluent viewers of the Oscars.” Hyundai’s other new spots for the 2012 Oscars telecast: