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Hyundai and Black female-owned marketing agency Culture Brands have joined forces to launch a new campaign for the new 2023 Palisade SUV.
Culture Brands seeks to authentically represent and reflect the African American experience in media, and “Dad’s Precious Cargo” seeks to challenge persistent stereotypes surrounding families in the media.
The video sees a dad of a teenage daughter chauffeur his daughter and friends to a high-school dance. The relationship that is foregrounded between dad and daughter is tender and affectionate.
“Nothing says ‘I’ve got your back’ like a father’s presence – especially when it comes to chauffeuring his daughter and her friends to a highly anticipated dance,” said Angela Zepeda, CMO, Hyundai Motor America.
The OKAY Hyundai marketing theme was first launched in 2021 and is designed to strengthen the connection between Hyundai and the African American community through the embedding of cultural references and nuances in the creative messaging.
Hyundai’s influence on the US market makes them well-placed to lead the vanguard in shifting representation in the media. Hyundai sold 738,000 vehicles in the U.S. in 2021, and nearly half were built at Hyundai Motor Manufacturing Alabama.
“Dad’s Precious Cargo” brings the same approach, showcasing the connection between Hyundai and the African American community, through the unique lens of the father-daughter relationship.
“This is the fourth vehicle featured in our ongoing OKAY Hyundai campaign and a great representation of not only the continued evolution of our successful partnering with Culture Brands, but also the goals we set to be more inclusive, authentic, and representative in our marketing efforts,” said Erik Thomas, senior group manager, experiential & multicultural marketing, Hyundai Motor America.
The Dad’s Precious Cargo campaign was developed by Culture Brands under the leadership of Eunique Jones Gibson, founder and chief creative officer. For the spot, the agency enlisted director Nate Edwards and production house Invisible Collective.
On the partnership with Culture Brands, Edwards said, “There were no constraints on our creative vision. When you work with people who understand where you want to go and how to get there, it provides an ideal launch pad to create art that matters.”
“When it comes to engaging with Black consumers it remains our mandate to authentically celebrate, reflect and represent African Americans in media with content that inspires those audiences by ensuring authentic representation,” said Gibson.
“Beyond having amazing creative, it’s equally important to make sure this representation is reflected behind the scenes. Selecting Nate Edwards to direct this spot, as his first automotive commercial, further punctuates Hyundai’s commitment.”