Hyundai is turning everyday driving into a cinematic thrill ride with the launch of its all-new Palisade Hybrid SUV. The brand’s bold new marketing campaign, titled “Make Everyday Epic,” debuted during football’s championship games on January 25 and stars actor and filmmaker John Krasinski in two action-packed commercials that reimagine ordinary routines as blockbuster-worthy adventures.
The Palisade Hybrid, recently named the 2026 North American Utility Vehicle of the Year, is positioned as more than just a practical three-row SUV. Hyundai’s campaign emphasizes “capable luxury,” spotlighting the vehicle’s powerful hybrid engine, responsive steering, refined suspension, and advanced safety technologies — all designed to make daily driving smoother, safer, and far more exciting.
Anchoring the campaign is a 60-second cinematic spot titled “Epic Afternoon.” In the ad, a simple task — picking up a friend for a tennis match — spirals into a full-scale action sequence. Krasinski and co-star John Hoogenakker find themselves navigating car-chase chaos that includes motorcyclists in pursuit, a helicopter interception, and even people leaping from an overpass onto the Palisade. Despite the mayhem, the duo arrives safely at their destination, underscoring the SUV’s stability, control, and confidence under pressure.
Hyundai Motor America’s Chief Marketing Officer Sean Gilpin says the campaign aims to disrupt expectations in the three-row SUV category.
“The segment is often associated with pure functionality,” Gilpin explained, “but we wanted to show that the Palisade Hybrid offers capable luxury that exceeds expectations. With its sleek design, premium features, and impressive efficiency, the Palisade makes everyday moments feel epic.”
The commercial blends real-world Palisade driving with high-stakes cinematic visuals, elevated by sharp comedic timing from Krasinski and Hoogenakker. The result is an entertaining, movie-like experience designed to capture attention during one of the most-watched sports weekends of the year.
For Krasinski, the collaboration felt like a return to storytelling on a grand scale.
“It was great teaming up with Hyundai again,” he said. “After ‘Smaht Pahk,’ the bar was high — but somehow they topped it. The idea that driving feels like you’re in a movie is something I’ve daydreamed about often. Shooting this felt like making a real film, from the Barcelona locations to the incredible crew.”
INNOCEAN USA senior vice president and executive creative director Ryan Scott echoed that sentiment, noting the Palisade’s action-hero appeal.
“With its premium edge and rugged capability, the Palisade feels worthy of an action movie — not just another family SUV, but a vehicle that elevates everyday drives into epic adventures.”
The campaign’s second installment, a 30-second spot titled “Epic Groceries,” applies the same cinematic flair to a simple grocery run, turning a shopping list into a dramatic mission.
“Make Everyday Epic” is supported by a fully integrated media rollout across broadcast TV, streaming platforms, digital channels, and major sports programming, including NBA games. Hyundai will also release custom digital vignettes highlighting features like heated seats and dash cameras across TikTok, Instagram, Facebook, and YouTube.
Directed by Sebastian Strasser and shot by Oscar-winning cinematographer Linus Sandgren (La La Land), the campaign reinforces Hyundai’s goal of blending innovation, entertainment, and everyday usability — proving that even routine drives can feel like something straight out of a movie.
