Be great. Work hard. Aim high. Be Olympic. The Olympic Games have begun in Paris against a background of glorifying world-class athleticism.
It’s a time when the sporting ambitions of kids and their parents are being fuelled in the media. Innocean USA and Hyundai have inserted a different idea into summer games fervour. The idea that it’s OK to take a break if you need it. That it’s important to find joy in your journey, even if that means finding something new for a while.
“As the world gathers to watch a small fraction of elite athletes compete for gold, the obvious brand message would be to talk about the grit, determination and teamwork needed to win. But it’s a long journey from youth sports to gold medallist, and for many kids the passion doesn’t match the pressures,” stated Jason Sperling, chief creative officer of Innocean USA. “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.”
Yes, it’s still a car ad, albeit quietly. The campaign’s hero commercial features Hyundai’s SUV lineup, the Tucson, IONIQ5, Santa Fe and Palisade. The ad launched in the US on the first day of the Olympic Games, July 26.
“The 2024 Summer Games in Paris are a huge platform for us and a key piece of our sports marketing strategy for 2024,” stated Angela Zepeda, CMO, Hyundai Motor America. “The creative takes a different approach in terms of tone, and 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.”
The full campaign includes 60- and 30-second spots that will run throughout the Games, primarily during USA Women’s soccer matches, as well as digital platforms, supported in TikTok, Instagram, Facebook and YouTube.
As presenting sponsor of the USA Women’s Soccer team for the 2024 Summer Games, Hyundai will have two 30-second halftime advertising spots in each game. It will also have starting lineup and halftime presenting sponsorship features in each game along with digital preview and recap videos.
An additional campaign, It’s Not a Sport, will run in social media, highlighting 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.
