Hyundai Launches Bilingual Campaign to Bridge Generations and Cultures with Palisade SUV

Hyundai Motor America, in collaboration with its U.S. Hispanic marketing agency Lopez Negrete Communications, has unveiled a new creative campaign for its flagship three-row SUV, the 2024 Palisade. The campaign, titled “¿Viste?” (Did You See It?), aims to connect with upwardly mobile Hispanic families who strive for multigenerational validation while highlighting the sophistication, innovation, and comfort of the Hyundai Palisade.

Recognizing the core cultural value of familism among Hispanics, the campaign seeks to strengthen the bond between Hyundai and the Hispanic community by incorporating these values and traditions into the creative messaging. The bilingual campaign, available in both English and Spanish, authentically captures the essence of the Hispanic dynamic, showcasing three family members seeking approval from one another while showcasing the Hyundai Palisade as the ideal family vehicle.

Alex López Negrete, CEO and president of Lopez Negrete Communications, explains that Latino consumers aspire to provide their children with a better life, often prioritizing security and assurance. The Hyundai Palisade offers these qualities, providing a perfect blend of utility, value, and luxury. With this SUV, younger generation Hispanics can make a decision that pleases even their toughest critics, including their fathers.

The “¿Viste?” campaign, developed by Lopez Negrete Communications, aims to resonate with Latinos by addressing a universal, culturally sensitive dynamic. It focuses on three generations of family members seeking approval from each other as they navigate life’s challenges. By drawing on real-life experiences and cultural nuances, the campaign creates a meaningful connection with the audience.

Filmed in Los Angeles, California, the production was brought to life under the creative direction of Fernando Osuna and Alex Garcia. Lopez Negrete Communications and Hyundai’s media agency, Canvas, collaborated on media planning and buying to ensure the campaign reaches its target audience effectively.

Hyundai Motor America continues to prioritize progress for humanity and smart mobility solutions. With a technology-rich lineup of cars, SUVs, and electrified vehicles, Hyundai aims to meet the evolving needs of U.S. consumers. In 2022, Hyundai’s 830 dealers sold over 724,000 vehicles in the U.S., with nearly half of them manufactured at Hyundai Motor Manufacturing Alabama.

The new bilingual campaign for the Palisade SUV showcases Hyundai’s commitment to bridging generations and cultures while providing a vehicle that meets the needs and aspirations of Hispanic families. By authentically capturing the essence of the Hispanic community, Hyundai strengthens its connection with this influential consumer segment.

For more information about Hyundai’s latest campaign and its lineup of vehicles, visit www.HyundaiNews.com.

Contact:
Ira Gabriel
(657) 568-7471
IGabriel@hmausa.com