Hyundai Hopes NFL Championships Deliver Super Bowl Publicity for Santa Fe Commercial
By Brian Steinberg
Hyundai, the automaker, is gearing up for the NFL’s AFC and NFC Championship Games on Sunday to promote its 2024 Santa Fe model. The company, which hasn’t aired a Super Bowl commercial since 2020, aims to capitalize on the massive audience these games attract to showcase its latest auto ad.
The 60-second spot, created by Hyundai Motor’s Innocean agency, features a family of four embarking on an outdoor adventure in the new Santa Fe, set to the tune of Heart’s classic song “Barracuda.” The commercial highlights the vehicle’s spacious design and rugged features, catering to families seeking both comfort and durability for their outdoor escapades. Notably, the ad even includes a pet wolf, adding an element of excitement and adventure.
Angela Zepeda, chief marketing officer at Hyundai Motor American, expressed the company’s strategy, stating, “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.” This move aligns with a growing trend among advertisers to leverage football events beyond the Super Bowl, recognizing the significant ad inventory associated with various NFL games, including regular season matchups and special events like “Thursday Night Football.”
Zepeda emphasized the cost-effectiveness of advertising during the championship games, noting that it provides a comparable audience reach to the Super Bowl but at a significantly lower cost. This approach reflects Hyundai’s commitment to maximizing its advertising impact while managing budget allocation efficiently.
Furthermore, Hyundai’s marketing strategy extends beyond the championship games, with plans to air 60-, 30-, and 15-second commercials throughout the year across diverse media platforms. These ads will showcase the new features of the Santa Fe, aiming to sustain consumer engagement and promote the vehicle’s capabilities across broadcast, radio, social, and digital channels.
Jason Sperling, chief creative officer at Innocean, highlighted the upcoming 15-second ads, which will specifically emphasize the advanced features of the Santa Fe, reinforcing Hyundai’s commitment to conveying the vehicle’s value and innovation to potential customers.
