• by Tanya Gazdik , October 19, 2022

Hyundai Motor America is launching an effort for its Tucson that spotlights the SUV's stylish design.

“One of the ‘stamps of approval’ for any new vehicle is the reaction from family and friends when you roll up for a big event like a family reunion or Thanksgiving,” says Angela Zepeda, CMO, Hyundai Motor America, in a release. 

Created by Culture Brands, the automaker’s African American AOR, "Tied With Tucson” focuses on how the vehicle can fit every lifestyle.

Designed to strengthen the connection between Hyundai and the African American community through the embedding of cultural references in the creative messaging, the “OKAY Hyundai” marketing theme was first launched in fall 2021. 

The three siblings featured in the spot each drive a Tucson with a trim level and powertrain that matches their respective lifestyle. The spot showcases their connection through friendly competition displayed at family gatherings.

“Nothing says sibling rivalry like trying to upstage another sibling at a family gathering,” said Erik Thomas, senior group manager, experiential and multicultural marketing, Hyundai Motor America in a release. "While their familial ‘competition’ is genuine, it’s an unquestionable tie when the siblings step out in their respective vehicles.”

The spot is “the epitome of iron sharpens iron,” says Eunique Jones Gibson, Culture Brands founder and chief creative officer.

“Putting the spotlight on three different women and three different lifestyles, through the eyes of their respective vehicles, this creative supports our nonnegotiable goal to authentically celebrate African Americans in media, while serving as the latest reflection of our successful partnering with Hyundai,” Jones Gibson says in a release. 

The campaign includes video, digital and influencer executions, and will use a variety of media platforms to amplify the messaging. There are 15- and 30-second versions of the spot available for broadcast and digital channels.