• by Tanya Gazdik , March 17, 2024

Hyundai Motor America is launching efforts aimed at African American and Asian American customers featuring the dramatically restyled 2024 Santa Fe. 

The African American effort in collaboration with Culture Brands continues the popular “Okay Hyundai” effort. The 30-second spot, “The Drop,” integrates the allure of sneaker culture with the dynamic, adventure-driven lifestyle of the fifth-generation SUV. 

The spot helps the brand break new ground, says Angela Zepeda, CMO of Hyundai Motor America.

“This campaign isn't just about showcasing a vehicle, it's about setting the pace for a vibrant fusion of automotive innovation and culture,” Zepeda says in a release. 

Positioned competitively in the compact SUV segment, the Santa Fe is a frontrunner among African American consumers who purchased Hyundai vehicles in 2023, consistently marking its position as a Top 3 choice for the demographic. 

"The Drop" will be showcased through various channels, including digital, and influencer engagements, branded content development with culturally relevant media partners and other digital touchpoints to further influence awareness. There are 30- and 60- second versions of the spot available for broadcast and digital channels.

Meanwhile, Hyundai and its Asian American marketing agency, Ten Advertising, are launching ads highlighting Asian American couples and families who infuse a taste of the outdoors into their daily lives as a way of expressing themselves.

The creative concepts are the result of an in-depth analysis of the completely redesigned Santa Fe and a comprehensive survey of Asian American consumers' lifestyles and market insights, according to the automaker. 

The "Ruggedness" ad, starring the Santa Fe XRT model and an Asian American couple, displays the couple enjoying an unexpected off-road adventure as they detour on unpaved roads with Santa Fe XRT's standard HTRAC AWD. Conversely, the "Wide Open Space" ad narrates how the Santa Fe not only provides a more spacious and sophisticated space for family outings, but also serves as a peaceful sanctuary.

The spots, in both Chinese and Korean, will run across TV, digital, social media, and theater channels.