WATCH: Hyundai's Latest Ad Campaign Stars New Santa Fe And A Viking Family

Hyundai has launched a new marketing campaign for the 2024 Santa Fe, highlighting its adventurous streak, surprising off-road capability, and family-oriented design.

In the brief yet entertaining commercial, a family of Vikings can be seen conquering the great outdoors with the help of their dog and the Santa Fe. In between spirited off-road jaunts, the family does everything from fishing to howling like wolves. However, the illusion is shattered when an intrusive work phone call snaps the patriarch back into reality. But as soon as the call is over, he is back to being the burly Viking we've come to see.

What has this got to do with a Korean family SUV, you ask? Hyundai wants you to view the Santa Fe as a machine that can transport you and your family to your next adventure, far away from the trials and tribulations of everyday life.

«Too often we get lost in day-to-day worries, errands, sports practices, family events, and everything in-between to see the joy in our everyday life,» said Jason Sperling, Chief Creative Officer of Innocean USA. «We created this campaign to remind viewers that when you're not worried about what your car can do, you can lose yourself in any adventure — big or small. It's that sense of joy we hope Hyundai can bring to families with the new Santa Fe.»

After debuting the ad during yesterday's Conference Championship Games, Hyundai will run 60-, 30-, and 15-second spots throughout the year, during sporting events and on various platforms, such as social media.

Bolstering the claim that the Santa Fe is ideal for outdoorsy types, the boxy SUV features an HTRAC all-wheel drive system and, in XRT guise, standard all-terrain tires.

Vastly improved, the new Santa Fe arrived last year and was polarizing. People either loved or hated the styling, but it's something new for the nameplate and, if the research Hyundai has conducted proves accurate, the squared look will result in more sales. Overall, the SUV is far more luxurious and spacious, but that has come at a price.

The entry-level SE model with front-wheel drive now has a starting price of $33,950, making it more than $5,000 pricier than the outgoing model. If you want AWD, the MSRP jumps