Innocean Worldwide Canada and Hyundai Canada Break “Made for Those who Drive Hockey”
In October 2019 Hyundai Auto Canada Corp. launched a new series of commercials and digital videos, developed by Innocean Worldwide Canada, to run throughout the duration of hockey season in Canada. The campaign titled, “Made for Those that Drive Hockey” is a continuation of work that began in 2018 with the “Meet the Wilsons” story.
Rather than take the obvious strategic approach of, “we’re fans too” which is often employed around brand sponsorships, Hyundai chose instead to celebrate the drivers and the role their vehicles play in helping get them and their players to and from every practice, workout, game, tournament. The newest Hyundai ad celebrates hockey moms with a 60 second anthem spot titled “My Hockey Mom” set to Stompin’ Tom Connors live performance of his “Hockey Mom” tribute song. It is paired with two 15 second commercials highlighting different features of Hyundai’s line-up of SUVs.
The advertisements were developed to broadcast on television nationally in both English and French through Hyundai’s various hockey broadcast sponsorships, including Hockey Night In Canada, RDS, Ottawa Senators, and Rogers Hometown Hockey. The campaign is also supported in digital with paid media running throughout hockey season.