The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Kendra Barnett | Senior Reporter

October 13, 2023 | 4 min read

The automaker is investing more deeply in its partnership with the NFL with new Thursday Night Football placements on Amazon Prime Video.

A new Hyundai ad taps into NFL Hall-of-Famer Troy Polamalu’s iconic style, “cat-like quickness,” and “supernatural instincts” to show off the safety features of the new Hyundai Tucson.

The spot follows Polamalu on a trip from a farmer’s market to his Hyundai Tucson and around town, where the vehicle’s safety features – including forward and rear collision-avoidance assist and lane keeping assist – protect him and others from what could otherwise be disastrous.

Dubbed ‘Safeties depend on safety,’ the ad debuted on Thursday during the Chiefs vs. Broncos game aired on Amazon Prime Video.

“With this latest advertisement for the Tucson, we’re continuing to expand our presence across the professional football landscape,” said Angela Zepeda, chief marketing officer at Hyundai Motor America. “We’re excited to show how our latest technology and safety features can help keep everyone safer on the roads, even a legendary Hall of Fame safety like Troy Polamalu.”

The brand has been an official sponsor of the NFL since early 2020. At the time, the company’s president and chief executive Dave Zuchowski expressed the brand’s reasons for partnering with the league, saying: “We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story.”

This year, the brand has leaned even more heavily into the partnership, finding new media opportunities with Amazon Prime Video’s Thursday Night Football. The carmaker began buying media on the program for the first time this fall, and, per a report by Ad Age, has inked a new deal with the platform that will ensure it’s the sole automotive advertiser during the third quarter of Thursday Night Football games.

The new spot was created in partnership with the brand’s agency of record, Innocean.

“Simply because you’re a Safety on the field, it doesn’t necessarily mean you’re always the safest driver out there,” said the agency’s chief creative officer Jason Sperling, in a statement shared with The Drum. “This work showcases how Hyundai’s safety and tech helps all drivers avoid unexpected obstacles along the road.”

The campaign also includes media buys managed by Canvas.

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

For more, sign up for The Drum’s daily newsletter here.

Creative Ad Spend Brand Strategy

More from Creative

View all