During the 47th Superbowl, Hyundai premiered an ad for their newest edition of the Santa Fe. You see the father going on adventures with his children and at the end of each activity, the father would say “Don’t tell Mom” implying that the memories they are making would not make great stories to tell their mother. The commercial even says “The best stories you’ll ever tell start with don’t tell.” The commercial harbors some key mythic archetypes and even implies some. The “father” is represented here in, well, the father of the story. He plays the role of the leader, even though he is leading his kids into some hi-jinks. And it is implied that there is a “mother” archetype found in the mother of the story, that she embodies security which might not be found in the adventures the father and children are going on. But it is found that the mother in the story is actually the “maiden.” She is not the maiden that is seductive, but she does emphasize her youth when she and her son parachute down into a field where their Santa Fe is conveniently parked where she says “Don’t tell Dad.”
Advertisements often use three story telling elements: setting, plot, and characters. This is easily seen in the Hyundai commercial. The characters are obviously represented by the family; the adventurous parents and children that are always willing to go along with the plan. The plot is how Hyundai is trying to sell their car, that it is versatile, and always there to get you to and from your adventures. I found that this ties in nicely with the setting that I believe is the Santa Fe itself. While the story jumps quickly from place to place, the Santa Fe is almost a constant in every one.
Information taken from: The Hyundai Santa Fe advert, and Woodward and Denton Advertising as Myth 288-290 .