Hyundai’s Olympics ad tells parents it’s OK to give kids a break from sports

With its Olympics campaign, Hyundai is sending a message to parents—when it comes to sports, it’s OK to give your kids a break. An ad that will run during the Paris Games depicts parents sensing frustration and disappointment in their children as they compete in sports such as swimming, basketball, gymnastics and wrestling. Instead of pushing their kids to stick with it or try harder, the parents take a gentler approach. “You know, you don’t have to keep doing this,” a father tells his daughter after picking her up from gymnastics. (The brand fit nicely into the narrative, since so much of youth sports involves shuttling kids around to practices and games.) The approach runs counter to traditional Olympic brand messages that often portray the athlete’s journey as one filled with ups and downscbut ultimately perseverance. But there has been a move of late to be more sensitive to mental health. For instance, Coca-Cola-owned Powerade’s has been running a “Pause is Power” campaign—its Olympics ad portrays how Simone Biles dealt with her withdrawal from team and all-around competitions in the 2021 Olympic Games in Tokyo to address her mental well-being. Also see: Watch Powerade’s emotional Simone Biles Olympics ad Hyundai’s effort, which is called “It’s OK” and comes from agency Innocean USA, takes a similar approach in turning vulnerability into a strength. “As the world gathers to watch a small fraction of elite athletes compete for gold, the obvious brand message would be to talk about the grit, determination and teamwork needed to win. But it’s a long journey from youth sports to gold medalist, and for many kids the passion doesn’t match the pressures,” Jason Sperling, chief creative officer of Innocean USA, said in a statement. “We wanted to use this moment to remind parents that kids need to find joy in their sports journeys, even if means taking a break or pivoting to something else.” The campaign will run on linear TV during NBCU’s Olympics coverage, with an emphasis on U.S. women’s soccer matches. The ad will also run on TikTok, Instagram, Facebook and YouTube. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Hyundai’s Olympics ad tells parents it’s OK to give kids a break from sports

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