Hyundai will skip Super Bowl LVIII

(Photo credit: Hyundai / press portal)
(Photo credit: Hyundai / press portal)

EXCLUSIVE: The automaker has been absent from the Big Game since its Smaht Pahk ad in 2020.

Hyundai Motor America confirmed it will not advertise during Super Bowl LVIII.

The 2024 matchup will mark the fourth consecutive year the automaker has skipped the Big Game.

A spokesperson told Campaign US that Hyundai made the decision “based on business priorities and where we felt it was best to allocate our marketing resources.” Instead, the car company will advertise during the NFL’s conference championship series.

“We still believe in the power of live sports,” the spokesperson said. “And we are proud to continue our relationship with the NFL via our championship ads.”

He noted Hyundai also has “a significant sponsorship of NBC’s Sunday Night Football and Thursday Night Football on Amazon Prime,” along with partnerships with multiple NFL teams — and it will continue to run ads during “major sports programming.”

“We saw great success and look forward to continuing the momentum in 2024,” the spokesperson added.

Previous (celebrity-heavy) Big Game appearances

From 2008 to 2020, Hyundai was a Super Bowl regular, missing only the 2015 Super Bowl in that 13-year span.

The automaker won USA Today’s Ad Meter in 2016 with its First Date spot, featuring actor Kevin Hart.

In a 2017 press release, Hyundai noted the ad was “something of a runaway viral success,” garnering 15 million views on YouTube.

The brand’s most recent Super Bowl appearance was in 2020 when its Boston-themed ad, Smaht Pahk, came in at No. 2 in the Ad Meter rankings, following Jeep’s Groundhog Day spot with actor Bill Murray.

The 60-second ad starred Boston-based celebrities Chris Evans, John Krasinski and Rachel Dratch, who marveled at the smart parking feature on the 2020 Sonata model as they leaned heavily into regional dialect.

“Remote Smart Parking Assist was difficult to say and remember, but a truncated ‘Smaht Pahk’ caught on when one of our creatives said it in a Boston accent,” CMO Angela Zepeda said in a statement. “We thought it was a fun, charming and memorable way to tell people about this incredible new technology using one of America’s most-recognized and beloved regional accents.”

The brand also published a letter of appreciation to the city of Boston in the Boston Globe, along with local radio buys and billboard ads.

Other memorable Super Bowl creative from Hyundai includes 2016’s Ryanville with actor Ryan Reynolds and 2014’s Epic Playdate with actor Paul Rudd.

In 2017, the brand produced what it called the Super Bowl’s first-ever live commercial, which aired immediately after the game.

The 90-second spot featured U.S. troops based in Poland. Using 360-degree immersive pods, Hyundai virtually transported them to the stadium in Houston for a reunion with their families, who they could see and interact with while watching the game.

The video was shot after kick-off and edited and produced during the three-hour game.

In a press release at the time, Hyundai said it wanted to “[produce] a commercial that was ambitious in its scope as well as being totally different to anything that had come before it.”

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