• by Tanya Gazdik , October 24, 2024

Hyundai has partnered with actress Julie Bowen on a social content series to highlight Teen Driver Safety Week, which runs Oct. 20–26 this year. 

It will run on the automaker’s TikTok, Instagram and YouTube accounts through Nov. 15.

During the six-part series, Bowen and her driving-age sons promote safe driving, while also tackling concerns felt by both new drivers and their parents.

Created by Innocean USA, it highlights a variety of common driving challenges like parking, navigating traffic, plus dealing with blind spots.

This series uses humor to highlight some of the common driving anxieties for both parents and teenagers while outlining how Hyundai’s standard vehicle safety features can help navigate challenges.

According to the Federal Highway Administration, the percentage of 16-year-olds with a driver's license fell from about 46% in 1983 to around 25% in recent years.

Both teens and their parents are increasingly anxious about teen driving, says Sean Gilpin, chief marketing officer, Hyundai Motor America.

“As part of our continued focus on quality, safety and reliability, we wanted to show how the tech and safety features of our vehicles can help empower both teens and their parents to feel more confident behind the wheel,” Gilpin says in a release. “This campaign with Julie Bowen and her sons provided us an opportunity to do that on social media with a bit of levity.”

This is one of Gilpin's first efforts since taking over the chief marketing officer position at Hyundai vacated in August by Angela Zepeda. 

In addition to the social series, Hyundai has partnered with The Wall Street Journal on custom safety-focused video content titled “Teen Mode," which launches on Oct. 25. 

The video will highlight some of the fears and concerns families have around teen driving while also showing the freedom and confidence it can provide. 

The series tells the personal stories of three families from across the country and how the standard safety and technology features from Hyundai help provide teens with more confidence and parents with a sense of control while they are on the road.

The content will live on Hyundai’s custom content site with The Wall Street Journal, Miles That Define Us. Co-branded static and high-impact video media will also run throughout The Wall Street Journal digital network. Video content will also be amplified in partnership with YouTube and Facebook via audience-targeted placements.