A campaign called “It’s OK” explores the instances when children doubt if a sport suits them and highlights the reactions from their parents.
The Olympics have a rich tradition of inspiring advertisements filled with stories of triumph and athletes excelling to reach the global stage. For the 2024 Summer Games in Paris, starting this Friday, Hyundai is taking a different approach. Their campaign captures the moments when children question whether the pressures of sports are worth it and showcases the responses they receive from their parents.
Titled “It’s OK,” this effort signifies a shift not only from typical Olympic advertising but also from Hyundai’s usual brand strategy. The automaker often markets around sports with a humorous angle, as seen in their celebrity-packed 2020 Super Bowl ad that humorously highlighted parking assist features using heavy Boston accents. In contrast, “It’s OK” adopts a more serious tone, emphasizing human connection as parents encourage their kids to take a break and engage in activities that are less taxing on their mental health.
The campaign concludes with the message, “Never give up on finding what you love. There’s joy in every journey.”
“While the cars are in it, they’re definitely taking a little bit of a back seat,” said Zepeda in an interview. “This is definitely about sharing our brand ethos first and telling an emotional story.”
The campaign will be featured in 60- and 30-second commercials airing during the Summer Games broadcasts, with a particular focus on the USA Women’s soccer matches, aligning with Hyundai’s role as a global FIFA sponsor. Tailored to the programming, one ad concludes with a girl choosing to switch from gymnastics to soccer as her preferred sport, adding an uplifting note. Digital and social content on TikTok, Instagram, Facebook, and YouTube will complement the media plan, managed by agency partner Canvas.
“We’ve been wanting to do more with women’s sports. Women are a very big audience we want to engage with more,” said Zepeda.
Striking the Right Tone
Hyundai’s approach for the Olympics is part of the company’s broader goal of showcasing more of its “heart and soul,” according to Jason Sperling, chief creative officer of Innocean USA. The campaign concept was inspired by the many heartfelt conversations that occur as parents drop off and pick up their kids from sports practice. “It’s OK” extends Hyundai’s “There’s Joy in Every Journey” campaign, which centers the brand around joyous moments.
“There is a little joy in this, in that it resolves into a happy moment because you get to find that thing you love to do, but sometimes life isn’t so perfectly laid out,” said Zepeda, explaining the ads’ intended mood. “It was more about how people feel when they watch the Olympics. Audiences get so engaged and they really feel the emotion of the games.”
In addition, Hyundai is launching an “It’s Not a Sport” initiative on social media to spotlight niche sports such as surfing, skateboarding, and breakdancing.
