The Chicago Blackhawks revealed what had been the worst-kept secret in the hockey world at 7:26 p.m. on June 28, when they selected Connor Bedard, a native of North Vancouver, with the first overall pick in the 2023 NHL Entry Draft.

Hyundai Canada’s director of marketing, Christine Smith, who had earlier this year signed the 17-year-old superstar-in-waiting to a four-year sponsorship deal, was present in the stands at Nashville’s Bridgestone Arena to watch Bedard celebrate with his family.

Following its announcement last year as the NHL’s official auto sponsor and the launch of its “Made for those who drive hockey” platform with the express purpose of reaching out to hockey families, the deal seemed like a logical next step for Hyundai.

Smith experienced a slight reduction in anxiety before the draft after hearing Barnard’s name called. Even though Bedard has long been associated with the term “generational,” odd things do occasionally occur on the draft floor.

On the morning of the draft, Smith, however, had spent some time with the Bedard family. The young player, who was renowned for evading questions about himself following his excellent performance for Team Canada at the IIHF World Juniors earlier this year, never revealed any expectations regarding his potential draft position.

Smith recalled him as being extremely modest and stating, “I hope it happens, but anything can happen and I’m not going to be over-confident about it.” “That, in my opinion, just goes to show who he is as a person and who his family is, and it further confirmed to me that it was the right decision, whatever transpired that evening.”

Undoubtedly, capitalizing on some of the excitement surrounding the most exciting NHL prospect in almost a decade is a major reason for signing Bedard. However, Smith added that Bedard and his family also fit the company’s brand positioning, both about the NHL and the actual game.

The debut Hyundai marketing featuring Bedard, released at 7:56 p.m., just half an hour after Blackhawks GM Kyle Davidson announced his selection, showcased a series of family snapshots illustrating Bedard’s journey to potential NHL stardom. The spot, a collaboration between Hyundai’s agency Innocean Canada and Rogers Sports and Media, concluded with fresh video footage capturing Bedard’s family embrace moments earlier, accompanied by the message “Congratulations, Connor. And welcome to the Hyundai family.”

Despite its seemingly straightforward presentation, the spot’s execution was intricate, with Innocean and Rogers closely collaborating to capture the right visuals for the closing moments. The objective was to have the spot ready for broadcast within minutes of Bedard being drafted. According to Smith, the emphasis was on capturing intimate moments rather than the grand stage, reflecting Bedard’s journey and the people who played a pivotal role in it. Smith commended Innocean and Rogers for exceeding expectations, incorporating two additional shots that enhanced the overall tempo of the piece.

In a statement to The Message, Innocean’s executive creative director Ian Mackellar expressed excitement about the collaboration with NHL partners, Rogers, and the Bedard family, highlighting the opportunity to create a celebratory spot in real time, minutes after Bedard’s name was announced.