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Hyundai Motor America Introduces New, Original Spanish-Language Television Spot for the 2007 Hyundai Santa Fe


September 2006
 Filed under: HYUNDAI Car News | HYUNDAI Headlines
FOUNTAIN VALLEY, Calif., Sept. 6 /PRNewswire/ -- Hyundai Motor America has announced the introduction of a new, original, Spanish-language television spot for the all-new 2007 Hyundai Santa Fe. The commercial debuted on national Spanish-language network television on September 4, 2006. The spot rounds out Hyundai's original, Spanish-language campaign, themed Respect, which is already in full gear.
"We are committed to getting the word out to Hispanic consumers that Hyundai has a wide product lineup that delivers high quality and value with segment leading products," stated Cuban-born Robin Robert, Hyundai Motor America's National Manager Hispanic Marketing. He added, "The new 2007 Hyundai Santa Fe is impressive, delivering a bold new design, industry leading safety technology, and improved fuel efficiency, staying true to the Hyundai value. The campaign for the all-new Santa Fe symbolizes recognition for our brand and respect for our Hispanic customers."

The television spot for the new Hyundai Santa Fe opens with two newspaper delivery boys on their bicycles delivering the morning paper in a typical suburban neighborhood. As they laugh while going down their route, the boys are competing to see who hits the most vehicles with the paper they are delivering. They reach a home with the 2007 Hyundai Santa Fe parked in the driveway, but this time one boy stops his bike and walks the paper to the front door, while the other boy circles the majestic Hyundai Santa Fe in admiration, showing respect for the new Hyundai Santa Fe and its owner. The awestruck paper boys in friendly competition then resume their paper route aiming at all of the "other" vehicles with the newspapers.

The print execution for the all-new 2007 Hyundai Santa Fe is set with a beach as a backdrop. The vehicle is prominently placed emphasizing its dramatic new design, while highlighting the brand's safety leadership and value. Palm trees in the background of the parked Santa Fe are blowing as if bowing in awe at the vehicle with the message -- Even respected by nature.

The new 2007 Hyundai Santa Fe television spot airs on national Spanish-language television, with print placement in national Hispanic magazines, as well as interactive placement on Spanish-language Internet portals. The Hyundai Santa Fe Respect campaign includes local radio, newspaper, and point of sale materials to support the Hyundai Dealer Advertising Associations (HDAA). Experiential programs are currently in development.

The Respect campaign, developed by del Rivero Messianu (dRM DDB), kicked off just prior to World Cup games with two television spots: "Arrival," Hyundai's second, original, Spanish-language full line television spot this year; and a second spot, "Train" for the Hyundai Sonata.

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai cars and sport utility vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 700 dealerships nationwide.

Source: Hyundai Motor America

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