Sitting out the Super Bowl was a major strategy shift for Hyundai because the automaker was a staple during the game and used it for ambitious productions. But the automaker said the decision has paid off.

In 2022, Hyundai debuted its “History of Evolution” ad starring Jason Bateman during the NFL’s conference championships. The lighthearted spot conveyed that the Ioniq 5 represented the advancement of electric vehicles.

Hyundai pushed the Ioniq 5 campaign further by crafting an expansive digital strategy on TikTok, the video-sharing social platform. It enlisted influencers to make videos reacting to its Ioniq 5 commercial.

Going into 2023, Hyundai was focused on showcasing the Ioniq 6 and opted out of the Super Bowl again. It focused its attention on the NFL championship games with another celebrity-driven campaign, this time with actor Kevin Bacon and his daughter, Sosie. The two have starred in several TikTok videos highlighting the Ioniq 6.

“The history of [the Ioniq] has really set the tone for where Hyundai is as a leader in electrification,” Zepeda said, “and we’ve been very lucky with what that vehicle has done for us.”

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