Step aside, Saatchi LA and your Toyota “Swagger Waggon,” Innocean has created its own sect of hip, kid-toting, SUV-driving couples called, wait for it, “alternadults.”   The agency’s latest spot for Hyundai’s 2013 Santa Fe Sport  visualizes a set of epic parents indulging in a time-old tradition: as their kids dig into a mini mountain of ice cream or find their feet after paragliding, their parents say, “Don’t tell Mom” or “Don’t tell Dad.”

“The best stories you’ll ever tell start with ‘don’t tell,’” the wise-old-man voiceover says. It’s a bold statement, especially in the Internet age. (Facebook pics or it didn’t happen.) But apparently–according to the Innocean camp–a subsection of Gen X parents, defined as “Alternadults,” have “grown up, but don’t necessarily want to grow old.” Since growing old means making embarrassing Facebook posts, they’re not doing that. Instead, they’re making mischief, even when their mild rule breaking includes the kids and a Hyundai Sante Fe.

Ridiculousness of the term “alternadults” aside, I don’t think a good story has ever really started with “don’t tell.” Cool parents don’t care about keeping their black diamond runs and toilet papering a secret, and outside the family it’s a phrase that prefaces salacious gossip and abusive situations. I’d rather see an ad in which, after a crazy day of father-son mountain biking, dad says, “Tell mom about the log you jumped over today.” Alterna-mom would be stoked.

Check out the credits after the jump.

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Well, guess Hyundai agency Innocean has finally found a replacement for Jeff Spiegel as the Huntington Beach, CA shop has announced that Greg Braun has now taken over as executive creative director. If you remember, Braun parted ways, we suppose, with Team Detroit’s Pulse unit, which he co-founded and where he served as president/ECD for three years. During his career, Braun spent two years as EVP/ECD at Y&R Detroit and six as GCD at Saatchi & Saatchi. Now at Innocean, Braun will be spearheading efforts for, yes, Hyundai Motor America. We’re not sure, though, if Braun can handle being a Chicago White Sox fan in Dodgers country.

Over the last 24 hours, we’ve been getting multiple tips about some turbulence occurring at Pulse, a unit of WPP’s Team Detroit that focuses on non-Ford clients that have ranged from Sports Authority to NASCAR to Shell over the years. One of the casualties from what we hear is Greg Braun, a former Y&R Detroit EVP/ECD who joined up with Pulse three years ago as co-president/ECD. Calls to Braun have been left unanswered, but we’re checking with the folks at Team Detroit for more clarification on the matter. We’ll keep you posted and as always, you can hit us up on the tips box.

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