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 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 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 Santa Fe in
admiration, showing respect for the new 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 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 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.

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