• The campaign marks Hyundai's third bilingual campaign targeting U.S. Hispanics
• National TV, radio and digital spots offer a fresh perspective on family life through the lens of the all-new Santa Fe
• Multicultural ads by Hispanic marketing agency Lopez Negrete Communications feature new song by Latin pop and urban music duo Mau y Ricky
Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, launched a new creative campaign for the all-new 2024 Santa Fe SUV. The campaign titled 'Under a Different Light' – 'Un nuevo punto de vista' – encourages Hispanic consumers to embrace a unique perspective on both the journey and life itself through the lens of the all-new Santa Fe. The campaign, available in both Spanish and English for bilingual audiences, includes 15- and 30- second TV commercials, radio spots, streaming audio, digital and social media.
'At Hyundai, we are dedicated to fostering authentic and meaningful relationships with our diverse customer base, embracing inclusivity both culturally and linguistically,' said Angela Zepeda, chief marketing officer, Hyundai Motor America. 'With our third bilingual campaign, centered around the all-new Santa Fe, we empower Hispanic consumers to create new experiences that feed their craving for excitement and exploration to forge enduring memories. The Santa Fe, with its bold design, advanced technology, seamless connectivity and rugged performance, embodies the resilient and adventurous spirit of Hispanic consumers.'
The new Hyundai Santa Fe Hispanic campaign unfolds the narrative of a father returning home from work to find his children longing for excitement. Equipped with UV flashlights and the very capable Santa Fe SUV, the family embarks on a journey to embrace adventure from a fresh perspective. Upon reaching their destination, a sense of exhilaration and exploration envelops the family as they delve into the forest with their UV flashlights, uncovering the vivid hues of nature and a previously unseen realm of wonder. The spot adds additional cultural cues with the newly released single, 'Gran Día,' from multi-platinum award winning, Latin pop and urban music duo, Mau y Ricky's new album 'Hotel Caracas.'
'Exploration and a pioneering spirit run deep within Hispanic culture, echoing across generations. With our new Santa Fe campaign, we aim to fortify Hyundai's bond with the Hispanic community by infusing these cherished values and traditions into our creative messaging,' said Erik Thomas, director, experiential and multicultural marketing, Hyundai Motor America. 'The campaign authentically captures the essence of this dynamic through the lens of a father and his children embarking on a journey of discovery and quality time together. In doing so, we aim to resonate with Hispanic consumers, presenting our SUV as the epitome of ruggedness and a vehicle for shared adventures.'
'The campaign's focus is to bring forth key elements within our Hispanic culture – family, togetherness and the pursuit of new experiences and memories. By highlighting the 2024 Santa Fe's capabilities as well as its innovative technology and design, we give our Hispanic consumer the power to become their family's purveyor of excitement and adventure,' said Alex López Negrete, president and CEO of Lopez Negrete Communications. 'We're also very proud of this production and of the visually powerful and very relatable work of Latina director Marilina Perez and with the support of Paraná Films, a diverse-owned company.'
The commercial production took place in Miami, Florida, under the direction of FIAP and Addy award-winning Lopez Negrete creative team that includes Fernando Osuna, Alex Garcia and David Padierna. The campaign was brought to life by Marilina Perez, an Argentina-born Latina director offering a broad perspective of people and cultures from her work throughout New York, London, Paris, Los Angeles, and Santiago de Chile. Lopez Negrete and Hyundai's media agency, Canvas, collaborated on media planning and buying.
Photo credit: Hyundai posted on conceptcarz.com
