Hyundai Summer Olympics

During the 2024 Summer Games in Paris, while most brands kept to inspirational messages about giving it your all or being the best, Hyundai started a decidedly different conversation.

For many young athletes, the social pressure to stick with a sport that their heart isn’t in can be overwhelming. For the busy families juggling commitments between school and sports, often the only time to connect with their kids is in the car.

So while other brands celebrated the winning spirit of America’s athletes, Hyundai encouraged kids and families to take a break.