Hyundai is making a daring move by debuting its newest auto ad during the NFL’s AFC and NFC Championship Games this Sunday. The automaker, which hasn’t placed a commercial in the Super Bowl since 2020, is hoping to generate the same buzz and excitement associated with the Big Game.
A Viking Adventure with the 2024 Santa Fe
Hyundai’s 60-second spot, created by the innovative minds at Innocean agency, showcases the redesigned 2024 Santa Fe. This family-friendly model is designed to accommodate those who require plenty of space and rugged features for outdoor adventures. The ad takes viewers on a journey with a family of four as they traverse various terrains, accompanied by the iconic song “Barracuda” by Heart. And, of course, there’s even a pet wolf.
Capitalizing on Championship Game Audiences
“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 of Hyundai Motor America. This strategic move reflects the changing landscape of football advertising. With the NFL’s expansion of games and streaming platforms, advertisers are finding value in the regular season as an alternative to the costly Super Bowl.
For Hyundai, being a sponsor of both NBC’s “Sunday Night Football” and Amazon’s “Thursday Night Football” allows them to reach the same number of viewers at significantly lower costs compared to the Super Bowl.
A Prelude to a Year of Marketing
Hyundai’s presence during the championship games is just the beginning. Following the debut, 60-, 30-, and 15-second spots will be featured throughout the year during various sporting events and across multiple media platforms. These ads will specifically highlight the Santa Fe’s new features, including dual wireless charging, third-row seating, and towing capabilities. It’s the initial exposure during the AFC and NFC Championships, however, that Hyundai hopes will pique consumer interest and steal some thunder from the highly anticipated Super Bowl.
With the added bonus of potentially being Taylor Swift fans’ last reason to tune in for NFL play this season if the Kansas City Chiefs lose, the stage is set for Hyundai to make a memorable impact.
Find out more about Hyundai’s bold move here.