• by Tanya Gazdik , July 26, 2024

Hyundai is launching emotional creative during the Olympics tied to its sponsorship of the halftime show on NBC Universal during 2024 Summer Games 

As part of that sponsorship, Hyundai will have two 30-second halftime advertising spots in each game. They will also have starting lineup and halftime presenting sponsorship features in each game along with digital preview and recap videos.

“It’s OK” highlights the importance of finding joy in your journey even if that means taking a break from playing a particular sport and trying something new. Hyundai’s SUV line up —including the Ioniq 5, Santa Fe and Palisade — is featured.

The ad will air July 26 during the first day of the 2024 Summer Games in Paris. It was developed in collaboration with Hyundai’s agency of record, Innocean USA, while its media agency, Canvas, coordinated the media buys.

A second brand campaign focusing on reliability and safety is launching simultaneously, says Angela Zepeda, CMO, Hyundai Motor America

“This is a campaign we've been wanting to do for a long time,” Zepeda says. 

Unlike other automakers who might do such messaging by showing scenes on a test track or in a lab, Hyundai is taking a more entertaining approach. 

“The big message here was that quality shouldn't be a luxury,” Zepeda says. “And it really is sort of saying,  every car should be this safe and dependable and reliable as Hyundais are. And we have the awards and the safety tests to prove it. But then also it's a bit of a shift too, that perception of Hyundai being a value brand versus a quality brand is really, we're helping make that shift.”

The Olympics are a key piece of the automaker’s sports marketing strategy for 2024, she says. 

“This is new, and that's because there was a change in the way that Toyota has owned the rings for Olympics,” Zepeda tells Marketing Daily. “Their partnership is changing a little bit, and this allowed another automotive [brand] and probably others the opportunity to come in. And so with it, we wanted to do a spot that was a little more germane to the Olympics and not do something that was typical about sport, but an idea that would be, I think well received by audiences that are well engaged with watching the Olympics.”

The creative takes a different approach in terms of tone, she adds.

“We hope it strikes a chord or even starts a dialogue about the importance of balance in life — and finding the joy in every journey,” Zepeda says. 

Airing the spot during the USA women's soccer game makes sense since Hyundai already has a global partnership with the International Federation of Association Football (FIFA), she adds. 

The campaign will feature 60- and 30-second spots that will run throughout the Games, primarily during USA women’s soccer matches. The ad will be featured across digital platforms. The content will also extend across Hyundai’s social media channels such as TikTok, Instagram, Facebook and YouTube.

The obvious storyline would have been a spot about grit, determination and teamwork needed to win, says Jason Sperling, chief creative officer of Innocean USA.

“But it’s a long journey from youth sports to gold medalist, and for many kids the passion doesn’t match the pressures,” he says, adding that he’s gone through sports choice changes with his own three kids.“We wanted to use this moment to remind parents that kids need to find joy in their sports journeys, even if means taking a break or pivoting to something else.”

The “It’s OK” ad focuses on Hyundai’s brand campaign of “There’s Joy in Every Journey” — an

extension of Hyundai’s “It’s Your Journey,” brand anthem — showcasing how Hyundai is there for their customers for every joyous moment, no matter where their journey takes them.

Hyundai will extend its sports-themed content on social media with an additional campaign titled “It’s Not a Sport.” The social media campaign will highlight non-traditional sports and skill sets that are not traditionally or were not previously considered sports including surfing, skateboarding, breakdancing, bottle flipping and more. 

As part of this campaign, Hyundai will also be partnering with content creators across TikTok, Instagram, Facebook and YouTube.