Most people hate car shopping. In a poll, most ranked it right alongside other joyless duties like doing taxes. Common complaints were how long the process took, how confusing pricing could be, the inconvenience of test drives, and buyer's remorse. Hyundai Shopper Assurance is a program designed to make car shopping easier and better. We had to convince customers that Hyundai Shopper Assurance would change everything they thought they knew, and hated, about car shopping.

We decided to take viewers on a ride through the many pains of modern life, including regular car shopping. Inspired by Dante's Inferno, we had the idea to use an elevator that descends to increasingly horrible floors with a unique elevator operator acting as a friendly docent to hellish places. In the end, Hyundai Shopper Assurance provides the only way up, to car shopping heaven.

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