Below is one of Hyundai’s Super Bowl ads, a second quarter spot called “Stuck.” It’s charming and a little entertaining — sort of like a Hyundai — but it feels like any other car ad you might see during the year. Yeah, it packs plenty of small jokes into 30 seconds — a creepy biker, hazardous waste, drooling dogs — but it lacks a key component of any good Super Bowl commercial: The big payoff at the end.
There’s no punchline. No “Oh, did you see that?!” moment that makes people miss the first five seconds of the next commercial. It’s just sort of … cute. Unfortunately, cute doesn’t win Super Bowl advertising competitions.