2013 Hyundai Santa Fe Super Bowl Commercial: Epic Playdate

To promote their brand new Santa Fe seven-seater SUV during the Super Bowl, Hyundai has decided to team up with alternative rock band The Flaming Lips to create the “Epic PlayDate" commercial.
Hyundai hopes the band's new song "Sun Blows Up Today" will serve as a sort of rock anthem during the pre-kick time slot. Meanwhile, the Hyundai SUV takes an imaginary family on the fun family outing everybody dreams off but nobody actually does.

Overall, this commercial isn't really that funny, but we guess playing it safe was on the agenda for the marketing people.

“‘Sun Blows Up Today’ perfectly captures the rebellious, playful spirit of the parents and communicates the celebration of pure family fun,” said Steve Shannon, vice president, Marketing, Hyundai Motor America. “A true musical collaboration in the making, we are thrilled with the end result. The Flaming Lips are masters of reinvention and their unique alternative rock music appeals to our target Santa Fe buyer – young-at-heart parents and families looking for a vehicle to celebrate life’s unforgettable moments. The all-new seven-passenger Santa Fe is not just another crossover – its bold design, powerful engine and host of high function features make it the stand out model in its class."

“From the beginning concepting stages of ‘Epic PlayDate,’ we knew we wanted to partner with a band that was truly iconic and culturally relevant for the Hyundai consumer,” said Greg Braun, executive creative director at INNOCEAN USA. “The Flaming Lips are revered by fans for their originality, authenticity, and sheer artistic innovation. These qualities are true to Hyundai’s brand and the reason why this collaboration made so much sense.”
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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