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10 January 2025

60s

Car you believe it?

We like that this Hyundai x Amazon commercial about sentient toys and SUVs that fly through the air has to say 'Dramatization' at the bottom of the screen. Is it to ensure no one who goes on an Amazon fulfilment centre tour demands a refund afterwards? Maybe this is how you avoid complaints like: "I paid to see a monkey ride a tricycle!"

Whatever level of reality you want to operate on, directors Los Pérez (Tania Verduzco and Adrián Pérez) deliver a super piece of work set in a warehouse full of common-or-garden Amazon purchases, including suitcases, remote control cars, drones, and Army men. As they all make a beeline for the front door, the largest crate in the depot opens up.

Out pops a Hyundai 2025 Sante Fe SUV, now available to buy on the advertised website and collect at a local dealer. A plastic paratrooper manages to land on the roof, only to get wiped out by a window crawler toy. A close-up of his inscrutable face before impact is a lovely touch.

The ad then cuts to the buyer in bed with his wife and children fast asleep next to him. We hope they discussed this monumental purchase before bedtime!

USA

Cars