Toyota Reverses Course On Super Bowl, While Hyundai Embraces Their Viking Spirit

The Detroit Lions have a shot at winning the Super Bowl, but Ford, General Motors and Stellantis have passed on advertising during the event. They’re not alone as a number of automakers will be sitting on the sidelines this year.

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However, Toyota has reportedly changed their mind as Ad Age received a statement saying they’ll use the event to promote the 2024 Tacoma. As the automaker explained, the Super Bowl coincides with the launch of the redesigned mid-size truck and they’re “thrilled to highlight the trail-dominating power and legendary capability of the all-new Tacoma.”

When pushed for more details, a spokesperson told the publication the change in heart came after they realized they had a “creative execution that rises to the level of ‘Super Bowl worthy.’” However, little is known about the ad at this point.

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Hyundai Releases New Spot For This Weekend’s Conference Championships

In related news, Hyundai announced plans to showcase the redesigned Santa Fe during this weekend’s NFL Conference Championships. They’ll see the Kansas City Chiefs battle the Baltimore Ravens, while the Lions fight the San Francisco 49ers.

More: 2024 Hyundai Santa Fe Gets A Huge Price Hike To Start At $33,950

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In order to capitalize on the games, Hyundai will air a new ad called “Vikings.” It shows a Viking family enjoying the wilderness with the help of their Santa Fe, before a cell phone call transforms them back into a modern family. Hyundai said the “Santa Fe elevates everyday experiences empowering drivers to embrace their Viking spirit and discover the joy of finding new adventures together.”

The crossover is starting to arrive at U.S. dealerships and it costs $33,950 before a $1,395 destination fee. That’s $5,200 more than its predecessor, but the crossover sports a boxy new design, a more accommodating cabin, and upscale amenities.