Saving the Day In the Kona & Striking a New Direction in the Santa Fe: A Big Day for Hyundai [Video]

[Featured image animation credit: Hyundai]

From a frantic, yet heroic referee to showcasing a striking new style for its staple crossover, Hyundai has you covered for interesting developments this week.

Earlier this month, we shared the news that Hyundai has a big surprise up its sleeve for this year’s Super Bowl. Last year, during Super Bowl LI, Hyundai changed the game, so to speak, for three soldiers deployed overseas. Their “Operation: Better” campaign allowed the soldiers to watch the game with their families in custom-built, 360-degree immersive pods. This year, they’re promising to surprise “millions”.

Now, this video is not that surprise, but it may pique your interest in Hyundai’s commercial for the big game. In it, a hero referee saves the day for parents who want to watch the impending Super Bowl. Watch the video above to check it out! As far as the Super Bowl ad, director Peter Berg (Friday Night Lights, Patriots Day) will shoot, edit, and produce the 90-second commercial in real-time.

This pre-Super Bowl ad marks Hyundai’s first national advertisement for the new Hyundai Kona. Hyundai originally unveiled the compact crossover back in LA last December. On looks alone, the Kona represents a bold step for the South Korean brand moving forward. Not only does the car make its small-screen debut, but the referee driving it breaks up a kids’ soccer game so their parents can watch the Super Bowl. Hyundai’s tagline: “This is for all the parents who want to be in two places at once.” The Kona will go on sale in April 2018.

2018 Hyundai Santa Fe Rendering and Kona Super Bowl ad
Rendering of Hyundai’s all-new Santa Fe. [Photo: Hyundai]

Hyundai reveals renderings of new Santa Fe

That wasn’t the only piece of Hyundai news today. The company also revealed renderings of the upcoming Santa Fe. The crossover certainly borrows some styling cues from its smaller Kona sibling. From the separate headlights and running lights to the high, broad shoulder line, the car exhibits a striking look.

The new Santa Fe also takes on Hyundai’s signature cascading grille, in another step to reflect the company’s new styling identity. As previously reported, we should see the new Santa Fe in the flesh at this year’s Geneva Motor Show.

Stay tuned to for more updates!

2018 Hyundai Santa Fe Rendering and Kona Super Bowl ad
[Photo: Hyundai]