Hyundai Hopes NFL Championships Deliver Super Bowl Publicity for Santa Fe Commercial
variety.comBrian Steinberg Senior TV Editor Hyundai hasn’t put a commercial in the Super Bowl since 2020. On Sunday, it hopes its newest auto ad makes people think of the stuff they might see in the Big Game.
The automaker will take to the NFL‘s AFC and NFC Championship Games on Sunday to launch the 2024 Santa Fe — a familiar model that has been redesigned for families that needs lots of room as well as rugged features to help them enjoy the outdoors.
The 60-second spot, crafted by Hyundai Motor’s Innocean agency, shows a family of four getting their Viking on as they traverse the terrain in a new Santa Fe — all to the sounds of Heart’s classic “Barracuda.” There’s even a pet wolf. “We are taking advantage of the big audiences that show up for the championship games by showing up with a big Super Bowl-esque spot,” says Angela Zepeda, chief marketing officer, Hyundai Motor American during an interview.
Hyundai’s strategy spotlights the way more advertisers view the prospect of using football. Various NFL decisions in recent years — the launch of “Thursday Night Football, the addition of new games such as a “Black Friday” contest on Amazon Prime Video or a streaming-only match-up on Peacock — have only increased the amount of ad inventory associated with the sport.
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