• by Tanya Gazdik , February 3, 2023

Hyundai Motor America is launching its first original creative campaign for the Asian American audience.

The campaign, from Asian American marketing agency of record Ten Advertising, highlights the emotional journey of a prospective son-in-law gaining trust and being accepted by his father-in-law and his fiancé's family.

The campaign, entitled "My Love, My Son-in-Law,” launched at the end of January and includes television, digital and social media.

The Hyundai Tucson takes the crucial role of supporting the prospective son-in-law, and his long journey from meeting his life partner’s parents for the first time to winning their approval by highlighting the vehicle’s human-centric technology, says Karen Park, founder and president of Ten Advertising.

Creative emphasizes the importance of familial bonds and harmony, as well as creating long-lasting legacies, Park says.

The automaker aims to build a relationship with this diverse consumer in multiple languages, she adds. The spot is airing in Korean, Mandarin and Cantonese.

Hyundai CMO Angela Zepeda calls the effort “authentic, inclusive and culturally significant” in a release.