The all-new SANTA FE was a dramatic re-invention of the flagship Hyundai SUV and represented a bold new design language for the vehicle as well as significant leaps in technology and capability.

Designed to empower families to comfortably hit the road again, with the ruggedness to go beyond the pavement and discover new adventure, this SANTA FE was the ultimate vehicle to conquer a family’s most precious time: the weekend.

Our :60 second film would debut during the two highly anticipated NFL Championship Games, when millions of viewers tune in to see which teams will make it to the Super Bowl. As the frenzy of Super Bowl marketing season was heating up, our film needed to cut through the chatter and debut an all-new SANTA FE in an unforgettable way.

In a magnificently wild northern landscape, a family of Vikings and their loyal pet wolf set out to conquer new worlds, in the all-new Hyundai SANTA FE. They traverse rugged terrain, pull salmon from the water with bare hands, howl at the moon aside a towering bonfire, and climb to mountain peaks to make camp. It is a glorious Viking weekend. That is, until Dad receives a call from the office that briefly snaps them back to reality, and we realize this Viking adventure is only a feeling imagined in the minds of an ordinary family. A feeling made possible by a Hyundai SANTA FE that makes family travel epic again.

Conquer the Weekend had viewers buzzing about the impressive new SANTA FE and the funny, engaging film.

The broadcast film drove +591% Lift on KBB and Autotrader during NFC Championship game and an additional +124% lift during AFC (vs. the previous three Sundays).

SANTA FE search achieved a new, all-time monthly search volume record for any model @ 1.75M unique searches in February 2024.

Ace Metrics:

• Scores in the 100th percentile for Attention, Likability and Watchability and the 95th percentile for Change, Desire and Relevance.

• One of the top 10 Hyundai ads scored by Ace Metrix to date.

• 64% improved Hyundai Capability perception due to various aggressive terrains.

• 59% improved Hyundai Quality perception due to capability and features

• SANTA FE perceived as ‘upscale’ and ‘luxurious’