London, January 24, 2025, (Oilandgaspress) –––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.
The ad highlights the more than 120 IIHS TOP SAFETY awards Hyundai has received since 2006[i] 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. 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.
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