Innocean USA

To help support the latest commercial for Super Bowl LIII, we responded to viewers via Twitter about their thoughts. Hyundai compared car shopping to other miserable things, from root canals, jury duty, and of course vegan dinner parties. 
We prepared for negative backlash by creating this recipe for Beetloaf that we shared with
concerned viewers. Concerns were brought up and even appeared on a variety of social channels
following the commercial. What became an “outrage” quickly began a chain of support from
the Twitter faithful including vegans who shared their love of the recipe response.
Art direction and layout design 
Super Bowl Spot
Social Media Attention
Presentation Board for Cannes
Creative Directors: Lori Martin & Jera Mehrdad
Associate Creative Directors: Jackie Barkhurst & Ryan Simpson
Art Director: Justin Hun
Writers: Robert Abasolo
Sources: Adweek 1, Adweek 2 
Back to Top