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Hyundai Launches 'The Road' Campaign To Promote Safety During Championship Game Weekend
Hyundai is launching a new marketing campaign called "The Road," which highlights the company's commitment to road safety. The campaign will debut during professional football's conference championship games on January 26. It features Hyundai's award-winning safety and technology features, aiming to ensure safe journeys for drivers and passengers.
The advertisement showcases Hyundai's achievement of over 120 IIHS TOP SAFETY awards since 2006. These accolades are highlighted through the Tucson and Santa Fe models featured in the ad. The campaign aims to demonstrate how Hyundai's safety features contribute to safer roads for everyone.
Sean Gilpin, Hyundai Motor America's chief marketing officer, stated, "Hyundai wants to make every journey safer and easier for drivers, passengers, and everyone sharing the road." The ad aims to showcase Hyundai's dedication to innovation and safety by premiering during two major football games.
The advertisement includes a memorable soundtrack with Blondie's "One Way or Another" and features characters singing lines from the song. A cameo from the "Bad Luck Brian" meme adds a touch of humour. This creative approach highlights how Hyundai helps drivers navigate various road challenges safely.
Directed by Jim Jenkins, known for iconic sports ads, "The Road" was developed with INNOCEAN USA. The campaign will run across various platforms throughout the year, including digital content on TikTok, Instagram, Facebook, YouTube, and HyundaiUSA.com.
Jason Sperling of INNOCEAN USA noted that roads can be hazardous but emphasised that Hyundai provides peace of mind. He said, "Whether you’re navigating a busy intersection while running errands... this spot showcases how Hyundai helps drivers overcome any roadblock along their journey while capturing the peace of mind of a safe drive in a fun, memorable way — all set to one of the catchiest songs out there."
Hyundai’s U.S. Operations
Hyundai Motor America offers a diverse range of vehicles in the U.S., supporting its Progress for Humanity vision. With significant operations in California and Alabama, along with R&D facilities, Hyundai contributes $20.1 billion annually to the U.S. economy and supports 190,000 jobs.
The company’s media agency Canvas coordinated media buys for this campaign. The long-form digital spot is divided into two unique 30-second ads airing during championship games on January 26.
The IIHS awards include TOP SAFETY PICK and TOP SAFETY PICK+ distinctions from 2006-2024. Vehicles must meet specific criteria in crash tests and have good-rated headlights to qualify for these awards.
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