Hyundai shows two 2013 Super Bowl ads: Stuck and Excited

Article by Christian A., on January 30, 2013

Hyundai has begun to release more details about the 2.5 minutes of ads (for a total of five spots) that it will broadcast at the Super Bowl. So far, the automaker has released three of these ads but has only given descriptions of the other two. But now, it’s implying that rock group AC/DC may be making a cameo appearance.

Hyundai said that its 2.5 minutes of advertising time include two 30-second in-game commercials in the first and second quarters, a 30-second spot during the pre-game show, and a 60-second flagship ad that will air right before kickoff. Since around 30 seconds of ads cost as much as $3.8 million, Hyundai is likely to have spent around $9.5 million in airtime fees. The second-quarter advertisement is a simple 30-sec ad titled “Stuck.”

It highlights the awful things that can be passed up when driving the 274-hp Sonata Turbo. “Excited” is the title of the second ad that will air pre-game. This 30-second ad has sportscaster Gus Johnson discussing a Genesis R-Spec as it races around a track. The third ad titled “Don’t Tell” lasts for 30 seconds and will air pre-game. It gives viewers several naughty ideas that can be done with a Hyundai Santa Fe.

Hyundai hasn’t yet released the ad titled “Team,” which shows how a group of boys acquire the help of a mom and her Hyundai Santa Fe to go after “neighborhood troublemakers.” Then there’s the 60-sec ad titled “Epic PlayDate,” which is believed to be Hyundai’s main commercial. This ad follows a family on the seven-passenger Santa Fe as they go on “an unforgettable and epic play date.” An iconic alternative rock band will make an appearance in this ad. The soundtrack for this ad will also be from this band.

The Hyundai three-row Santa Fe and the Hyundai Santa Fe Sport were designed together, which is the reason why they look similar to each other. However, these models are distinguished from each other by the appearance of the side view daylight opening (side window shape). The shape of the side window in the new Santa Fe emphasizes the greater amount of space for both the passengers and the cargo. Likewise, the new Santa Fe is marked by a new grille design, character lines running from the B-pillar back as well as 18-inch Euroflange alloy wheels. The new Hyundai Santa Fe also features chrome-tipped dual exhaust as well as a flush-mounted tow hitch design.

Both the Hyundai three-row Santa Fe and the Santa Fe Sport share same flowing interior design, allowing for higher levels of passenger comfort and functionality. Cabin features include available heated rear seats as well as an eight-way power driver seat with four-way lumbar support. Other cabin features include the standard 40:20:40 folding rear seat back.

All models of the 2013 Hyundai Santa Fe with cloth seats are provided – as standard – by a 'YES Essentials' seat fabric treatment, which makes them soil-resistant and endows them with anti-odor and anti-static attributes. Hyundai also paid attention to a number of cabin elements like the optional panoramic sunroof and rear side window sunshades. Santa Fe models could also be specified with available like a push-button starter with proximity key, a heated steering wheel as well as an Electroluminescent Gauge Cluster with color LCD trip computer.

The new Hyundai Santa Fe now boasts of more legroom in the second row (plus 1.9 inches) and more cargo space (plus 5.5 cubic feet). For higher levels of passenger comfort particularly in the rear, the new Santa Fe comes with rear-passenger HVAC controls and vents, as standard. Also included as standard is its 50:50 split folding third-row bench seat, as complemented by 31.5 inches of legroom. The new three-row Santa Fe could be availed with second-row captain's chairs.

Serving as the core of the 2013 Hyundai Santa Fe is a 3.3-liter V6 engine that also propels the Hyundai Azera, providing a good blend of power and fuel efficiency. The new Santa could also be powered by a Lambda II 3.3-liter GDI engine, which offers higher levels of power output and torque as well as lower fuel consumption and emissions. This is attributed to the fact that it is provided with a high-pressure direct injection system (over 2,200 psi).

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