Hyundai Motor America is debuting a digital effort today for its Ioniq 5 and Ioniq 6 electric vehicles. 

The campaign, “Choose Yours,” 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.

Building on the “Okay Hyundai” theme first launched in Fall 2021, the effort references the company's viral “pick the paper” TikTok challenge. Created by African American marketing AOR, Culture Brands, it taps a real couple to experience the convenience of electrification. 

The effort spotlights Hyundai’s mobility vision, which delivers a differentiated experience through electrification, says Angela Zepeda, CMO, Hyundai Motor America.

Hyundai wants to build a culture where it can connect with customers in relevant ways, says Erik Thomas, director of experiential marketing, Hyundai Motor America. 

The goal of the campaign is “for the viewer to see Hyundai as progressive, sophisticated and streamlined, just like our real-life couple,” Thomas said in a release. 

Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications recently introduced a new Spanish-language campaign on May 2 for the Ioniq 5 and 6 that also aims to debunk electric vehicle myths. 

The campaign, Viejos Cuentos (“Cautionary Tales”), challenges common misconceptions about EV accessibility, range, performance and maintenance.

The effort aims to further ease EV adoption among Hispanic audiences in a relatable way that emotionally resonates with prospective customers, Zepeda says.

The campaign includes a 30-second TV spot, a 15-second online video, and digital and social media content that will be in-market through the end of 2023.