Calif., Jan. 2025 – Hyundai continues to demonstrate how its making a safer road for all in a new national marketing campaign airing during professional football’s conference championship games on Jan. 26. The advertisement titled, “The Road” shows the many hazards of everyday driving and how Hyundai‘s industry-leading and award-winning safety and technology features help ensure drivers arrive safely.
“Hyundai wants to make every journey safer and easier for drivers, passengers, and everyone sharing the road,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “By premiering this ad during two of football’s biggest games of the year, we’re showcasing how our award-winning safety features and longstanding commitment to innovation not only protect and empower our customers but build a safer road for all.”
The ad highlights the more than 120 IIHS TOP SAFETY awards Hyundai has received since 2006 that continue to keep drivers and passengers safe – shown within the Tucson and Santa Fe models featured in the spot. A character in each scenario is seen singing a line from the iconic Blondie track, “One Way or Another” including a cheeky cameo from the infamous “Bad Luck Brian” meme.
“The road can be a dangerous place and often it feels like it’s out to get you,” says Jason Sperling, chief creative officer of INNOCEAN USA. “Whether you’re navigating a busy intersection while running errands, commuting to work during rush-hour, or taking a long road trip with your family, 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.”
A long-form digital spot of “The Road” will be split into two, unique 30-second broadcast ads premiering during the championship games on Jan. 26. The fully integrated campaign will be featured throughout the year across broadcast, digital and programmatic platforms and will extend with custom digital content across Hyundai’s social media channels TikTok, Instagram, Facebook and YouTube, as well as CRM and HyundaiUSA.com.
The ad spot was directed by one of the industry’s most respected commercial directors, Jim Jenkins, who has been behind iconic sports-focused ads and more recent Hyundai spots like ‘The Elevator’ and ‘History of Evolution’.
“The Road” was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, while its media agency, Canvas, coordinated the media buys.
Hyundai Motor America
