Everyone wants to be a hockey sponsor in Canada. Perhaps that’s why most hockey sponsorships seem the same. Hyundai wanted to do it differently. Rather than declare ourselves as fans of the game, we instead put our focus on celebrating those behind the scenes who make the game happen.  We know that behind every hockey player, big or small, is a driver that gets them to the ice both physically and emotionally.  

“My Hockey Mom” celebrates the unsung heroes who help make the game of hockey happen. Set to Stompin’ Tom Connors live performance of his “Hockey Mom” tribute song, the advertisement shows the drivers behind the players and the role their vehicles play in helping get them to and from every practice, workout, game, tournament. Whether it’s standard heated seats to warm you up after a few freezing hours at the rink, or the proximity power trunk to help the kids load their equipment - Hyundai builds their SUVs for hockey`s driving force.