Hyundai South Africa has been a household name for more than 32 years, and this week, the brand is cleverly hijacking a cultural moment to remind South Africans why it remains one of the country’s most trusted car brands.

If you’ve spotted the surge of outdoor media teasing the return of Wednesday – Netflix’s hit spin-off of the legendary Addams Family franchise – you’re not alone. But Hyundai saw more than just a billboard blitz.

“The show – and its massive marketing push – presented us with a timeous and cheeky opportunity,” says Tshiamo Tladi, Marketing Director at Hyundai South Africa. “It also helps that the day of the week rhymes with Hyundai. It was too good to ignore.”

By tapping into this cultural buzz, Hyundai proves once again that the brand is not only about reliability and value but also knows how to have fun with its place in South African life.

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