Hyundai preparing five game-day ads for the 2013 Super Bowl

Article by Christian A., on January 24, 2013

Hyundai has prepared five game-day ads, which include four all-new spots, for the Super Bowl. This will be its sixth straight year as an advertiser. While two of the new ads are scheduled to broadcast on the pre-game show, there are two that will be seen in-game. Hyundai seeks to take a humorous approach to its ads.

Hyundai has been portraying its vehicle as the best sidekick if the buyers want fun by making witty interpretations of real life situations. Hyundai uses humor to focus on performance and function in an enjoyable and unforgettable way. INNOCEAN USA, Hyundai’s agency of record, developed the creative ads. Hyundai’s ad campaign for the Super Bowl is headlined by Hyundai’s 60-second pre-kick spot with the title “Epic PlayDate.”

The ad takes inspiration from the all-new seven-passenger Santa Fe. Viewers are brought to an epic play date with the Santa Fe as a major player. A famous alternative rock band makes a cameo as well as prepares the soundtrack for the ad. Dubbed “Team,” this 30-second in-game spot that will be seen in the first quarter, pays homage to the action movie genre. Hyundai offers a one-of-a-kind twist on the usual ‘tables turned’ story.

A young boy gathers a dream team to go up against troublemakers in the neighbourhood. The all-new seven-passenger Santa Fe plays a big role in gathering this team. Meanwhile, “Stuck,” a 30-second in-game spot that will be seen in the second quarter, features a classic American road trip. In this story, a young couple experiences being “stuck” behind several unanticipated things on the road. But no matter what the obstacles are, the Sonata Turbo can dodge them.

The Santa Fe Sport and the three-row Santa Fe may have been developed together but they have a feature that differentiates one from the other – and that is, its side view daylight opening (side window shape). The larger Hyundai’s shape emphasizes the increased space in the passenger’s area as well as, the cargo room behind its third-row seat. The Santa Fe also features bodyside character lines that run from to B-pillar to its rear, its very own grille design and a flush-mounted tow hitch design. It sits on 18-inch Euroflange alloy wheels and come with chrome-tipped dual exhaust.

The interior of both Santa Fe trims features a flowing design that caters to passenger functionality as well as comfort. Showcasing flexibility and a comfortable cabin experience, both models feature heated rear seats, an eight-way power driver seat with four-way lumbar support (perfect for long drives), and a standard 40:20:40 folding rear seat back.

A ‘YES Essentials’ seat fabric treatment is also available for the 2013 model year (although this has been a standard on all Hyundai Santa Fe with cloth seats) – providing soil-resistant, anti-odor and anti-static properties to ensure the vehicle’s longevity and livability. An optional panoramic sunroof is also available, allowing more natural light to flow into the cabin and rear side window sunshades.

Other features available on Santa Fe models are the following: a push-button starter with proximity key, Electroluminescent Gauge Cluster with color LCD trip computer, and a heated steering wheel for the cold winter days.

The second-row legroom of the three-row Hyundai Santa Fe is more spacious by 1.9 inches while its cargo capacity is increased by 5.5 cubic feet. Moreover, to address family comfort, the larger Santa Fe comes with standard rear-passenger HVAC controls and vents and a standard 50:50 split folding third row bench seat with 31.5 inches of legroom. It also offers captain’s chairs for the second-row seats.

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