See what Hyundai did there? They didn’t try to convince you to buy a car, they tried to convince you to buy into something that we call all get behind: support for the armed troops of the United States of America.

Pretty simple stuff here, these 2017 Hyundai Super Bowl ads. In the twin spots, Mike Singletary and Joe Montana are each featured in a simple 30-second ad in which they talk about qualities of leadership and being part of a team.

Then we see an image of soldiers standing atop a ridge and are invited to find out about “Operation Better” after Super Bowl LI has ended. Now, we don’t know about the rest of you, but we’re ready to see what’s going on here, and we’re already on board. It doesn’t take much to motivate, does it? You just have to have the right message.