Fountain Valley, California, March 15, 2024 /PRNewswire/ — Hyundai, in collaboration with African American marketing agency Culture Brands, has launched a new multicultural campaign featuring the highly anticipated 2024 Santa Fe SUV. The latest addition to the popular OKAY Hyundai series, the new campaign titled 'The Drop' seamlessly integrates the allure of sneaker culture with the dynamic and adventurous lifestyle of the all-new 5th generation Santa Fe. ing.
Video: Hyundai “The Drop” African American TV Ad
Hyundai's “The Drop” Multicultural Marketing Campaign | Screenshot of Hyundai's TV ad featuring cultural brands in Santa Fe, January 24-25, 2024.
“The Drop” spotlights Black-owned brands like Brandblack and Black talent both in front of and behind the camera, immersing viewers in the exciting atmosphere of sneaker releases. It was produced and directed by Black-owned production company FELA. Julian Christian Lutz (Director X)'s iconic music video, this campaign captures the essence of sneaker culture. Cooperation with culture brand, CEO younique jones gibson And executive producer Jessica Toscano spearheads the vision with purpose. The spot also features the soundtrack “Big Fish.” Vince Staples. Through each cultural nod, the 2024 Hyundai His Santa Fe reveals itself as a true coveted “drop.”
Hyundai “The Drop” African American TV Advertisement
“Breaking new ground is essential. With ‘The Drop,’ we are bringing the 2024 Hyundai Santa Fe into the spotlight through an intentional and fresh cultural perspective, and showcasing our creative ingenuity. to align with the dynamic experiences of Hyundai's ever-evolving consumer base.” Angela Zepeda, CMO of Hyundai Motor America. “More than just showcasing our vehicles, this campaign aims to set the pace for a vibrant fusion of automotive innovation and culture.”
This spot strongly emphasizes the redesigned Santa Fe's bold, distinctive design, emphasizing its spaciousness with the addition of third-row seats and captain's chairs, as well as dual wireless charging and dual 12.3-inch displays. We also spotlight advanced technology features such as: Competitively positioned in the compact SUV segment, the Santa Fe will be a top choice among African-American consumers purchasing a Hyundai vehicle in 2023, consistently marking its position as a top-three choice for this segment. doing. Offering a variety of trim levels and engine options, including a hybrid variant, the all-new Santa Fe is consistent with Hyundai's extensive sustainability efforts. The SUV's launch required unique storytelling to effectively convey its energized energy. “The Drop” spot captures a cultural atmosphere that instills a sense of FOMO (fear of missing out) while showcasing the vehicle’s cutting-edge technology.
“The all-new Santa Fe seamlessly blends cutting-edge technology and urban flair to inject waves of excitement into every ride,” he said. Eric Thomas, Director of Experiential Marketing, Hyundai Motor America. “From the streets to off-road adventures, the new Santa Fe's sophisticated innovations meet the pulse of culture, redefining travel and exceeding expectations every step of the way.”
“This campaign represents our continued exploration of culture's rich tapestry. By combining relatable creatives and talent with cultural icons like Director We continue to truly capture the vibrant essence of our community through our campaigns and show you how. The new 2024 Hyundai Santa Fe is integrated into that.” younique jones gibsonFounder and Chief Creative Officer of Culture Brands.
'The Drop' will be showcased through a variety of channels including digital and influencer engagement, branded content development with culturally relevant media partners, and other digital touchpoints to create impactful and relevant connections. further influence awareness and opinion through high narrative storytelling. He has 30-second and 60-second versions of the spot available on broadcast and digital channels.
culture brand
Culture Brands is an independent, woman-owned minority agency that exists to truly celebrate, reflect and represent African Americans in media. Founded in 2017 by 15 year advertising industry veterans younique jones gibson, we create culturally appropriate and affirming campaigns and content by ensuring African American audiences are seen, heard, and valued. At Culture Brands, we are constantly engaged in a two-way dialogue with the African American community through our owned and operated media platforms and our award-winning consumer brands like Because of Them We Can® and #CultureTags®. Masu. The agency is headquartered just outside the capital. Lanham, Maryland. www.culturebrands.co
hyundai motor america
Hyundai Motor America provides U.S. consumers with a technology-rich lineup of cars, SUVs and electric vehicles, supporting Hyundai Motor Company's Human Progress vision. Hyundai has significant operations in the United States, including its North American headquarters in the United States. CaliforniaHyundai Motor Manufacturing Alabama Assembly Plant, all-new Hyundai Motor Group Metaplant America (under development) georgia), and several state-of-the-art research and development facilities. These businesses, combined with those of Hyundai's 835 independent dealers, $20.1 billion According to a recent economic impact report, it adds 190,000 jobs to the U.S. economy annually. For more information, please visit www.hyundainews.com.
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campaign credits
Client: Hyundai Motor America
CEO: randy parker
CMO: Angela Zepeda
Director of Experiential and Multicultural Marketing: Eric Thomas
Multicultural Marketing Manager: Daniel Mines
Agency: Culture Brands (@culturebrands)
CEO/Chief Creative Officer: younique jones gibson (@euniquejg)
Production manager: jessica toscano (@Jesmom)
President: Luis Gonzalez
Creative director: christopher mcloughlin) (@cam709)
Agency producer: sarah hawkins (@_Sarah_Hawkins)
Account Director: brit light (@brittwright_)
account manager: Breanna Tripp (@bree.tripp)
general manager: ed boyd
Art director: Natalie McGarvey
Media director: kimberly smith (@mskimrene)
Director of Research & Insights: mickey hill
PR: DISRPT PR (@disrpt_agency)
Director: Director X (@directorx)
Production: Fela(@fela.tv)
EP: Fuliane Petikyan (@fulianepetikyan)
EP: Taj Critchlow (@tajtheblacklion)
Production manager: Laura Odette (@logold)
First AD: chris branch (@avalancheblanch)
DP: Diego Rosenblatt (@digolos)
Production designer: david courtmarche @dc5design
Source: Hyundai Motor America
