In sports, highly touted draft picks come and go, but Hyundai Canada is placing a big bet on a player with a potentially big future.

Hyundai, building on supporting community programs at a grassroots level for over a decade, was named the Official Automotive Partner of the NHL and NHLPA in Canada last year. For the second year of its sponsorship, the automaker has new creative based on its partnership with prospect Connor Bedard. Appropriately, the launch was immediately after last week’s 2023 NHL Entry Draft, where the centre was selected first overall by the Chicago Blackhawks.

The creative, by Innocean, features simple stills of the player growing up and taps into the basic, family-friendly, grassroots ethos the brand wants to project.

Christine Smith, Hyundai Canada’s director of marketing, tells strategy that by associating itself with accomplished athletes like Bedard, the automaker continues to reinforce its position as a trusted and dynamic automotive brand that celebrates the spirit of sportsmanship and achievement.

At the same time, however, Smith explains it wants to connect more meaningfully with families.

“When we think about Hyundai and hockey, we really think about where we belong. We’re not on the ice or in the change room, we’re helping get players and officials and parents to and from the game safely.” That builds on an insight that led to Hyundai stepping up its hockey involvement last year: the prevalence of Hyundai vehicles in the parking lots of community rinks across Canada.

Bedard, who Smith says exemplifies the essence of “Wah,” Hyundai’s recently unveiled ad platform, will be featured throughout Hyundai’s hockey and brand marketing activities in broadcast, digital and social media across Canada during the 2023 NHL season. And, like hockey fans everywhere, Hyundai is hoping Bedard lives up to his potential.

According to Smith, Hyundai has already seen very positive responses from the public and its dealer network for the ad.

Innocean is responsible for strategy, creative and media, with Tequila for French creative, and Middle Child for PR, the same team responsible for generating excitement through “Wah,” Korean for “wow.”

“While the welcome spot currently stands as our sole offering in the market, we are excited to expand our engagement with Connor and showcase his talents to a wider audience,” Smith says.