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Hyundai’s Digital-First Santa Cruz Ads Link With Skate, Surf

The latest plug for Hyundai Motor America Inc.’s new Santa Cruz pushes it into the outdoor space.

The Fountain Valley automaker recently rolled out a video online in the kickoff to a digital-focused marketing launch for the Santa Cruz that pulls in athletes from the worlds of skateboarding and surf.

The move is of-the-moment considering the two sports just made their Olympic debuts in Tokyo this summer and fits well with Hyundai’s newly created “sport adventure vehicle” category for the Santa Cruz.

The vehicle boasts a unique look: a body akin to an SUV or crossover with a truck-like flatbed in the back. The base version of the vehicle, the SE, trim starts at an estimated $23,990 and goes up to $39,720 for the limited edition.

The company enlisted filmmaker and pro skater and surfer Stacy Peralta to direct the vehicle’s marketing video, called “Journey Through Santa Cruz.” The piece features Santa Cruz locals: surfer Matt Rockhold, members of the Lady Lurkers skate crew and artist Jimbo Phillips.

Hyundai will also use social media and partner with influencers as part of the campaign.

Hyundai’s agency of record, Huntington Beach-based Innocean USA, handled the overall campaign. 

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