The Hyundai Motor Company promoted the Santa Fe sport utility vechicle as a SUV for "fantastic journeys" in a series of 2006 Waldo print advertisements. The ads focused on the idea of being able to "escape the crowds", as Waldo was featured in a detailed senic spread, yet unlike the scenes in the Waldo books, he is finally far away from the crowds.
The set of three newspaper advertisements, developed and first published in South Africa, features Waldo (and his Santa Fe) alone in the mountains of Tibet, the rain forest of the Amazon and the Kalahari Desert.
The Where’s Waldo? ad campaign was developed at The Jupiter Drawing Room, Capetown, by creative director Livio Tronchin, art director Jamie Mietz and copywriter Khaya Dlanga.