Hyundai Says John Krasinski's Life Is an Action Flick Now

He wouldn't have it any other way

Hollywood A-listers like John Krasinski encounter a fair share of hangers-on. In the Hyundai spot below, these impudent interlopers drop from above and cling to his Palisade Hybrid SUV.

Dude’s passenger, played by John Hoogenakker (the Bud Light “Dilly Dilly” king!), isn’t too thrilled. But when you sign up for an f/x-driven car commercial with Special K at the wheel, you’ve just got to roll with it.

“It’s no stretch to see the Palisade as the vehicle a charming action hero would choose to defy the odds,” says Ryan Scott, ECD at Innocean USA, which developed the campaign.

“With its premium edge and rugged features, the new Palisade feels worthy of an action movie, exceeding expectations in the category,” he says. “Not another family SUV, but a vehicle that elevates everyday drives into epic adventures.”

We’ve got an ad trend gaining speed, with vehicles cast as fantastical vessels of freedom and release. It’s almost as if daily life’s become insufferable, with folks desperate for any sort of escape. Can’t imagine why.

Minor hitch: Hyundai’s cinematic send-up feels a tad low-gear. It’s just too too familiar. But Krasinski’s as lovable as ever. And there’s goofy overkill—are those speedboats AI? Plus, we get a nod to Mission Impossible. Bonus points for that.

Sebastian Strasser directed with Oscar-winner Linus Sandgren serving as DOP.