HYUNDAI: JIMMY KIMMEL LIVE

To launch their newest Santa Fe SUV, Hyundai wanted to appeal to Generation X parents who felt stuck in their caregiver roles.

We knew these rebellious Xers weren't interested in being 'traditional' parents and needed a simple reminder: you can be both a parent and be cool. We created Helping Parents 2 Rock, a rock-star-led initiative to keep lame parents at bay, and made five faux-PSA skits that aired on Jimmy Kimmel Live!.