Super Bowl LVIII Commercials: Toyota Returns to the Big Stage as Hyundai Settles for NFL Conference Championships

Jan 27, 2024 | 5:50 AM EST

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Toyota, a brand synonymous with Super Bowl grandeur, initially decided to miss the advertising game this year. They chose experiential marketing at the NFL final in Las Vegas on February 11. It was like watching a star player, always expected to score, suddenly pass the ball. Their absence from the traditional ad space left many bewildered.

And then, in a twist, Toyota reversed their decision. Now, they’re aiming for a spot in Super Bowl LVIII’s advertising lineup. Hyundai, too, has made a significant decision. However, for Toyota, the veteran of Super Bowl advertising, this return might just be the strategic equivalent of a fourth-quarter rally!

Automotive giants shifted gears

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Toyota has been the NFL’s official automotive partner since their agreement in October last year. They’re gearing up to showcase the new Tacoma at Super Bowl LVIII. Naturally, they aim to bolster their image as a manufacturer of robust, versatile vehicles suitable for any terrain. They’ve already joined automotive giants like BMW, Volkswagen, and Kia.

However, there’s keen anticipation around whether Toyota will secure a slot in the already fully booked CBS main broadcast for the Super Bowl. On the other hand, this contrasts with Hyundai’s latest advertising strategy. They have shifted the company’s focus from the Super Bowl to the NFL conference championship games.

Hyundai has successfully marked a distinct departure from the Super Bowl’s vast viewership to leverage the substantial audience of the championship games. Interestingly, Hyundai’s campaign for the 2024 Santa Fe SUV creatively merges Viking themes with the adventurous spirit of weekend warriors. What exactly is the ad about? How are they merging Viking themes with their car’s advertising?

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From modern drives to Viking adventures

Hyundai’s latest Santa Fe crossover debuts at US dealerships with an imaginative marketing twist. The car is priced at $33,950, which excludes a $1,395 destination fee. Moreover, the new model is priced $5,200 above its predecessor.

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The car reflects cabin space, boxier design, and expanded and upgraded features. This reinvention is central to Hyundai’s “Vikings” ad. In the ad, a modern family transforms into Viking adventurers through the magic of their Santa Fe. They are seen driving to a camping location, where the Viking family transforms into a modern family for a few seconds.

Now, which company’s strategy will be more successful? What do you think? Let us know below.

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