• by Phyllis Fine , January 27, 2025

Hyundai highlights the hypnotic beat of Blondie’s classic rock song “One Way or Another” in a spot designed to show how its vehicles make driving safer for everyone on “The Road.”

Every human threat to the woman driving a Hyundai sings that song, in ways that range from loudly and defiantly (an older man swiping too close) to half-heartedly (a sleeping trucker).

Other dangers are presented by women drivers distracted by either a sexy billboard or the infamous “Bad Luck Brian” meme, and bikers driving against the light.

A potentially lethal encounter with a texting child crossing the street illustrates how collision avoidance assist works.

Other  special features the spot showcases are blind spot view monitoring and lane keep assist, according to a spokesperson.

Text in the ad mentions the more than 120 IIHS Top Safetyawards Hyundai has received since 2006.

“The road can be a dangerous place and often it feels like it’s out to get you,” said Jason Sperling, chief creative officer of Hyundai’s agency of record, Innocean USA,  in a release. “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 version of “The Road” was split into two 30-second broadcast ads that  debuted during the NFL championship games Jan. 26. The campaign will run throughout the year on broadcast, digital and programmatic platforms, extending with custom digital content across Hyundai’s social media channels, and the company’s website.

The ad spot was directed by Jim Jenkins, who has also helmed recent Hyundai spots like "The Elevator" and "History of Evolution."

Media agency Canvas handled the media buys.