2013 Hyundai Santa Fe Superbowl Commercial Rhetorical Analysis

2013 Hyundai Santa Fe Superbowl Commercial Rhetorical Analysis

This commercial is about the neighborhood bully getting his own medicine in the end.

This is a setup waiting to happen.

1 second – The bully is an older bigger kid with his friends that take away a football from a thin skinny younger kid as he is playing catch with himself in a park. He pushes him one armed away.  Intimidation (Pathos)

2-4 seconds – Young kid tells bully “Hey give it back”. Authority (ethos) he owns the football.

5 seconds – Bully tells him ok when he comes back with a team.  Bully is now backed up by his associates, all big kids with looks of “bring it on if you dare”. There is a laugh in the background.  Authority (pathos) reasoning (logos)

6 seconds - Younger kid says “Okay.  Reasoning (logos). It is as he just needed an excuse to form a team. 

7 seconds – 1^st look at a vehicle in the driveway, facing out.  Boy running inside the house.  Music gets you anticipating the next move. Emotion (pathos)

8-10 seconds – Both mom and son are in the vehicle driving.  Boy has a serious look on his face. 

10- 13 seconds –They stop in front of a house with two boys lifting weights.  A simple nod to get in the vehicle causes both boys to drop their weights and run to the car.  The team is forming with two heavy weights.  Both are redheads.  Authority (ethos)

14-16 seconds – They are driving to the next destination.  The music sounds like part of the theme from CSI – Miami.  Emotion (pathos)

16 -18 seconds - Shows someone welding.  The music is the notification for this boy to remove his welding gear and toss to the associate. The next boy gets into the vehicle.  This boy represents the technical side of the team. Authority (ethos). Shows the side view of the vehicle.

18-24 seconds – They are driving to the next destination, which is in the country where a boy is hog wrestling a bear as the crowd cheers him on.  This look on his face shown that he is just funning around with the bear.  There are no vehicles in the area other than the Santa Fe.  This boy gives a “thumbs up” signal as he recognizes his queue he is needed. This is the easy go lucky guy that is a prankster.  Emotion (pathos) Authority (ethos)

24 seconds - They are driving to the next destination.  Front view of the vehicle. Shows plenty of window viewing space for the passengers.  Reliability (ethos)

25-27 seconds - They pull up to a building on fire.  Side view of the vehicle. A black boy carrying a man out of the building looks over to the vehicle and acknowledges the look given, which is a “heads down” gesture.   Authority (pathos) Emotion (ethos)

28-29 seconds - Shows the young boy carrying a large framed man down the stairs. Gives a “head nod downwards” in recognition, places the man down out of the way and pats him on the head and runs to the vehicle.  This is the risky one of the group.  Authority (ethos)

30 seconds – Shows the vehicle leaving as sirens are heard in the background. Side view of the vehicle.

31-32 seconds – Shows everyone in the vehicle.  Depicts seatbelt usage for all passengers.  The looks on all passengers is a somber intense look, even on the mother. Emotion (pathos)

32-33 seconds – They arrive at the park and open the vehicle doors. The music is upbeat to set the tone of the next action. Emotion (pathos)

34-35 seconds – Shown the bullies looking at the vehicle wondering what to expect.  The main bully looks at the “team” with wonderment. 

35-38 seconds – The “team” struts over to the bullies.  One of the heavyweights is taking large strides strutting his stuff.

39 seconds - The bully tucks the football under his arm and with a tone of “we are better than you” ask “touch or …” Authority (pathos)

40- 42 seconds - Both groups say “tackle” at the same time. They “team” nods in affirmation with their decision.  The music in the background is saying “Name your Game”.   Authority (ethos)

43-47 seconds - Shows the Hyundai Logo. Authority (ethos)

47 seconds – shows the “team” smiling smirkingly towards the other bullies. Emotion (pathos)

The commercial is depicting that different classes of people and demographics can own a Santa Fe.