Hyundai Canada is leaning on hockey phenom Connor Bedard and other NHLers to connect with young families.

The automaker, which was named the Official Automotive Partner of the NHL and NHLPA in Canada last year, tapped the Joseph and Tkachuk brothers for separate humorous spots that tug at the heartstrings of hockey families by showing how communities contribute to the success of future stars.

The brand leaned into the authenticity of the two fraternal duos: Mathieu Joseph (Ottawa Senators) and Pierre-Olivier Joseph (Pittsburgh Penguins), and (pictured above) Matthew Tkachuk (Florida Panthers) and Brady Tkachuk (Ottawa Senators). The concept was the brothers could just be themselves as they clowned around in the backseat in one of the hero spots.

Fan interest in Blackhawk rookie Connor Bedard, meanwhile, is high, as a recent Chicago Blackhawks game against the Pittsburgh Penguins drew a record-breaking 1.43 million viewers on ESPN, the most-watched regular season NHL game in the network’s history.

The campaign is a 360 effort, with a TV and connected TV buy, as while it is moving budget into connected TV, live sports remain a “massive opportunity” for the brand, says Christine Smith, Hyundai’s director of marketing, who adds that the brand has included broadcast partnerships that have gone on for more than a decade.

She tells strategy “this is only the beginning,” and that other commercials are coming for the rest of the NHL season, complemented with OLV and bespoke social on TikTok and other platforms.

“The definition of television is expanding” she says, to include not just conventional television but also YouTube and other sources.

The dealership network, meanwhile, is “hugely important,” acting as the face of Hyundai and its connection to customers, Smith explains. “Last year, we activated with a number of hockey-related points-of-purchase, ” she says. This year, it is continuing in that vein, doing giveaways and family icons that people can put on their vehicles.

It is working with production partners to enhance the POP, with screens instead of static printed pieces.

Smith says its NHL partnership differentiates itself from others in that it focuses on how players are getting to and from the game.

“We recognize where we belong in the hockey conversation,” Smith says. While Tim Hortons, for example, is in the rink, a brand like Hyundai is in the parking lot, ferrying players to games and practices. “Everyone understands that so much happens in that drive to and from.”

Ad spend is “up slightly” from past efforts, Smith says.

From start to finish, says Ian MacKellar, executive creative director with Innocean Canada, Bedard’s journey to the NHL is a compelling tale. Whether it’s the McDavid, Crosby or the Gretzky family, nobody gets to the NHL on their own, MacKellar explains. “Our platform of ‘Made for Those Who Drive Hockey,’ has always been about those individuals behind the scenes,” he says, whether that means family, friends, trainers, coaches or others.

Middle Child is assisting on PR, while Tequila helped with French language efforts.