Jeff Pangman Dishes on the Canadian Authenticity of Hyundai

“Is there anything more Wah than a Canadian winter?” This opening line from Hyundai’s new “Winter Adventure” ad may not mean anything to you but the visuals of this brief thirty-second add gives you all the context you need. Obviously directed at those who inhabit the Great White North, this commercial exhibits the excitement and revelry Canadians experience in their affinity for the physical activity and physical shock that their climate offers. To be Canadian means to bask in the bodily taxing cold, to embrace it, and make it your subdued companion. No wonder Canadians seem so nice; they’ve conquered freezing temperatures and environments with a smile on their face, what else can mute their positive outlook? Jeff Pangman is not only a Canadian citizen, he’s a vital part of its commercial production industry. He been a line producer on commercial advertisements for some of the biggest companies and campaigns in the world. Decades of experience in the world of commercial productions makes Pangman a major asset to any production but his extensive body of work in outdoor adventure based commercials makes his particularly complementary to what the team of “Winter Adventure” aspired to achieve; the positive results are obvious.

Hyundai enlisted Innocean Worldwide Canada CMA (Canadian Marketing Association) Award-winning Ad Agency to create an ad imbued with the Canadian spirit while establishing a connection with the Korean car manufacturer. From the previously mentioned opening statement to its closing one “Nobody does winter like Canadians and nobody does Wah like Hyundai because Wah is all we do. We make Wah.” this commercial and these words will make you want to be Canadian. Of course, a slogan or clever line doesn’t create the emotional impact that visuals can, and this ad connects like a rocket attached to a freight train. While the opening scene is serene with a mother and daughter comfortable in their Hyundai as they drive across the snow covered highway, this quickly gives way to a series of vignettes with those who test themselves in the most extreme of manners. One woman runs across the snow and plunges into the freezing waters as we watch her descend from underneath the frozen ceiling of the lake. A lone skater races on top of another lake with the mountains in the background. Two snowmobiles race down a steep mountain on their back skis. While these scenes could easily be found in any number of James Bond or Jason Bourne films, they also relate what moments of daring fun looks like in Canada.

The thrilling moments of “Winter Adventure” are manifested by the most skilled of professionals and undertaken with an astounding amount of planning to ensure safety and proper execution. Even a scene as seemingly mundane as driving through the snow can bring danger to crew and cast. Stunt coordinators and stunt drivers, special cameras designed to work in subzero temperatures and underwater, safety attire to protect the crew from the elements, these are just some of the special aspects of filming in this environment. Mr. Pangman notes that his initial location scouting on snowmobiles through the backcountry was both picturesque and chilling (at minus twenty-two degree temperatures), it pales in comparison to the “cold plunge” scene featured in the commercial. He describes, “This scene produces a strong reaction from everyone who sees it, and justifiably so. It’s cinematic to watch and you can really feel what it must be like to jump in the freezing waters of a frozen lake. This was also the most dangerous scene for us to film. I was hyper focused on every safety aspect for our actors and crew. Safety is the top priority when filming a person cold plunging in sub-zero temperatures and filming under frozen water. I had to ensure that the talent and crew were equipped with appropriate clothing and equipment to prevent hypothermia, frostbite, and other cold-related injuries. Divers had to be trained and experienced in cold water diving, and must be equipped with specialized gear such as dry suits, regulators, and dive lights. We had a portable hot tub on site that we used to warm up the actors after each plunge. There were two jumps in total into the zero-degree water.”