All-Wheel Drive

Every winter, along with slick and icy conditions on roads and highways, you can count on Hyundai putting out a heavy dose of seasonal messaging for their All-Wheel Drive. Looking for every media opportunity at our disposal, we partnered with minor league hockey teams and I wrote a bazillion poster headlines so Hyundai could plaster entire arenas and do a “stadium domination,” but we also gave them something we thought was a cooler and more attention-grabbing way to convey how well the Tucson performs on icy surfaces using the arena’s Zamboni.