Hyundai Invites Hispanic Consumers To See The World In A New Light Through The All-New Santa Fe Marketing Campaign

Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, have launched a new creative campaign for the all-new 2024 Santa Fe SUV. Titled "Under a Different Light" or "Un nuevo punto de vista," the campaign aims to encourage 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 includes TV commercials, radio spots, streaming audio, digital, and social media content, catering to bilingual audiences in both Spanish and English.Hyundai's dedication to fostering authentic and meaningful relationships with its diverse customer base is evident in this bilingual campaign. Angela Zepeda, Chief Marketing Officer of Hyundai Motor America, emphasizes the company's commitment to embracing inclusivity both culturally and linguistically. The Santa Fe embodies the resilient and adventurous spirit of Hispanic consumers with its bold design, advanced technology, seamless connectivity, and rugged performance.The new Hyundai Santa Fe Hispanic campaign tells the story of a father returning home from work to find his children longing for excitement. Equipped with UV flashlights and the capable Santa Fe SUV, the family embarks on a journey to embrace adventure from a fresh perspective. As they delve into the forest with their UV flashlights, they uncover the vivid hues of nature and a previously unseen realm of wonder. The campaign authentically captures the essence of exploration and a pioneering spirit that runs deep within Hispanic culture.The campaign also incorporates cultural cues by featuring the newly released single, "Gran Día," from multi-platinum award-winning Latin pop and urban music duo Mau y Ricky's album "Hotel Caracas." Erik Thomas, Director of Experiential and Multicultural Marketing at Hyundai Motor America, explains that the campaign aims to fortify Hyundai's bond with the Hispanic community by infusing cherished values and traditions into their creative messaging. The SUV is presented as the epitome of ruggedness and a vehicle for shared adventures.Alex López Negrete, President and CEO of Lopez Negrete Communications, highlights the campaign's focus on key elements within Hispanic culture, such as family, togetherness, and the pursuit of new experiences and memories. By showcasing the 2024 Santa Fe's capabilities, innovative technology, and design, Hyundai empowers Hispanic consumers to become their family's purveyor of excitement and adventure.The commercial production took place in Miami, Florida, under the direction of the Lopez Negrete creative team. The campaign was brought to life by Latina director Marilina Perez, who offers a broad perspective of people and cultures through her work. Lopez Negrete Communications and Hyundai's media agency, Canvas, collaborated on media planning and buying.Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles. The company has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, and cutting-edge R&D facilities. These operations contribute significantly to the U.S. economy, generating billions of dollars in revenue and supporting thousands of jobs.In conclusion, Hyundai's new campaign for the all-new 2024 Santa Fe SUV aims to engage Hispanic consumers by encouraging them to embrace a unique perspective on life through the lens of the Santa Fe. The campaign showcases the SUV's capabilities, advanced technology, and design while authentically capturing the essence of exploration and adventure deeply rooted in Hispanic culture. With its dedication to inclusivity and meaningful relationships with its diverse customer base, Hyundai continues to forge enduring memories with its bilingual campaigns.