Audi, Hyundai, Kia, Mercedes-Benz and Toyota made up the Super Bowl’s automaker ad race this year. See their spots here.

Audi, Hyundai, Kia, Mercedes-Benz and Toyota made up the Super Bowl's automaker ad race this year. See their spots here.

Shopper Assurance, which rolled out to dealers nationwide around a year ago, is built around fair-market price listings online, flexible test drives in which the vehicles are brought to consumers, the ability to handle more of the transaction online and a three-day worry-free exchange on newly purchased vehicles. Most dealers have bought in on the strategy, but there has been some pushback and not all have adopted it just yet.

Hyundai took a list of things people don’t like in the spot, including going to car dealerships, jury duty and root canals. Then it merged them into a plot revolving around an elevator in a building “full of life’s best and worst experiences,” the brand said.

A couple gets on the elevator and says they are going car shopping, and then the elevator begins it descent, stopping on floors with designations such as “Root Canal,” “Vegan Dinner Party” and “Middle Seat,” the place many people try to avoid on airplanes. The other passengers reluctantly step off on their floors before it reaches the bottom level, “Car Shopping.”

“There’s an elevator operator played by Jason Bateman who is sympathetic, but he’s also just doing his job,” said Barney Goldberg, executive creative director of Innocean USA, Hyundai’s agency, in an interview. “Bateman was a perfect guy to play this because he’s got that wit and charm. He stays likable, but he can also deliver the bad news and keep it positive.”

Fiat Chrysler Automobiles, a Super Bowl staple, is sitting out for the first time since 2009 after running five spots during last year’s game.

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