Hyundai, a longtime – and popular – Super Bowl advertiser has made the decision to forego the 2021 version of the Super Bowl [called LV].
The NFL’s 2020 season was contorted and truncated by the ongoing Covid-19 coronavirus pandemic that affected most Americans financially and with the season finally coming to a merciful end in a few weeks, Hyundai essentially decided to pull the plug on trying to market vehicles to financially-strapped consumers watching a game being played during a pandemic.
Hyundai issued an official statement on the matter:
“This was a decision based on marketing priorities, the timing of upcoming vehicle launches and where we felt it was best to allocate our marketing resources,” according to the statement. “Hyundai has a long and successful history in producing memorable Super Bowl advertising, including consistently strong rankings in the USA Today Ad Meter and Ace Metrix, and we will certainly be back.”
Regarding the USA Today reference, Hyundai had success in 2019 with actor Jason Bateman who promoted the Hyundai Shopper Assurance program in “The Elevator” – which was ranked as the fourth best commercial overall and No. 1 automotive ad on USA Today’s Ad Meter that year.
Last year’s spot – “Smaht Pahk” – was similarly well-received, starring an all-star cast that included actors Chris Evans and John Krasinski, “Saturday Night Live” alum Rachel Dratch and Boston Red Sox baseball player David Ortiz, who practiced their best Boston accents while highlighting Hyundai’s Smart Park technology, which remotely moves the vehicle into and out of a tight parking spot.