• by Tanya Gazdik , January 8, 2021

Longtime big game advertiser Hyundai Motor America has decided to forego Super Bowl LV, according to a statement issued this morning by the automaker.

“This was a decision based on marketing priorities, the timing of upcoming vehicle launches and where we felt it was best to allocate our marketing resources,” according to the statement. “Hyundai has a long and successful history in producing memorable Super Bowl advertising, including consistently strong rankings in the USA Today Ad Meter and Ace Metrix, and we will certainly be back.”

Hyundai's next big launch is the all-new Tucson in the spring.

Last year’s spot featured an all-star cast who practiced their best Boston accents. "Smaht Pahk" (which translates to "Smart Park" for those not from Boston) includes actors Chris Evans and John Krasinski, “Saturday Night Live” alum Rachel Dratch and Boston Red Sox legend David Ortiz. 

The 60-second spot from Inoccean highlighted Hyundai’s Smart Park technology, which remotely moves the vehicle into and out of a tight parking spot. 

The automaker's 2019 spot featuring actor Jason Bateman promoted the Hyundai Shopper Assurance program and also was popular among viewers. 

Consumers ranked “The Elevator” the fourth best commercial overall and No. 1 automotive ad on USA Today’s Ad Meter. In addition, the spot scored 623—well above normal—on Ace Metrix and outperformed all other non-luxury automotive brands.