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Diving overview:
- Hyundai is launching a campaign around Sunday’s NFL Conference Championship to promote its latest Santa Fe SUV model, according to a press release.
- The piece, titled “Vikings,” depicts a Viking family driving through beautiful scenery and ravaging the woods to the tune of Hart’s “Barracuda.” A phone call interrupts the fantasy, revealing that the group are not actually warriors, but modern people role-playing an early medieval lifestyle thanks to Santa Fe.
- The campaign will kick off with a 60-second spot, and Hyundai will air 60-, 30- and 15-second commercials supporting Santa Fe throughout the year. Short ads highlight specific vehicle features, such as all-wheel drive.
Dive Insight:
The Minnesota Vikings may have missed out on a spot in the Super Bowl, but NFL fans will still get Scandinavian-themed content ahead of the big game. Hyundai is rolling out its first national marketing campaign for the 2024 Santa Fe in time for this weekend’s final round of the playoffs, rolling out creative that shows how the vehicle can unleash your inner wild warrior. (However, it should be noted that the illusion can be easily broken by a human attack). The ad is set to the propulsive rhythm of Heart’s iconic song “Barracuda.” This song has a tenuous connection to the Vikings, but it’s still likely to get your pulse racing.
The Viking motif reinforces the Santa Fe’s positioning regarding off-road ruggedness, and the SUV is available in an RTX version with larger tires and a higher suspension. The short 15-second ad highlights additional benefits such as rear cargo space, dual wireless charging, and third-row seating. Hyundai’s ‘Viking’ covers broadcast, radio, social and digital channels, with agency Canvas coordinating media buys. According to the release, work is underway for future sporting events.
“Santa Fe is all about rugged adventure with smart innovation and convenient technology,” Angela Zepeda, chief marketing officer of Hyundai Motor America, said in a statement. She added: “We’re excited to see how this plays out with an ad campaign featuring the Vikings family that resonates with viewers during championship football weekend.”
The commercial, set in a pristine outdoor landscape, was directed by Will Speck and Josh Gordon, known for their work on Geico’s Cavemen commercials (which were brought back to prominence around Super Bowl V) . Hyundai’s agency of record, Innocean USA, was in charge of the campaign, with support from production company Farlined.
Marketers are as active as ever during the NFL season, when ratings are on the rise, but the Super Bowl itself has been surprisingly absent from major car brands. Volkswagen, BMW, Kia and Kawasaki are the only automakers confirmed to participate in this year’s games.
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