To position Hyundai as America’s car, it teamed up with the NFL. But to get to America’s hearts, it also launched its “Rolling with the Rookies” video series. During the series, Hyundai invited the famous cleat designer Marcus Rivero to meet four rookies and design a personalized car wrap to represent each rookie. The cars and the rookies’ stories were then featured at Hyundai’s Draft Day brand activation.

To tug at your audience’s hearts, start here.