There’s nothing like having a celebrity give you a tour through some of the most awkward moments in life.

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In Hyundai’s new ad, aired during the Super Bowl on Sunday night, Jason Bateman stars as an elevator bellhop.

Rather than floors of a building, each stop on the elevator’s journey takes passengers to another awkward scenario, from a root canal to a vegan dinner party, where “beetloaf” is the main course.

Finally, Bateman stops at a Hyundai dealership.

“In this year’s Super Bowl commercial, see how we take the pain out of car shopping with Hyundai Shopper Assurance,” says Hyundai’s synopsis for the ad.

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Fans appeared to enjoy Bateman’s starring turn in a Super Bowl ad.

While the ad appeared to be a hit with many viewers, this was not the case with People for the Ethical Treatment of Animals (PETA), which tweeted at Hyundai for its mockery of vegans.

Nothing that people are increasingly choosing a vegan lifestyle, PETA urged prospective car-buyers to avoid buying a car “from people with outdated ideas,” suggesting instead a “vegan Smartcar by Mercedes.”