Hyundai Motor America is focusing on the eco-friendly and advanced technology aspects of its electric vehicles in a campaign aimed at Asian American audiences. 

Created by its Asian American marketing agency of record Ten Advertising, the campaign features the Ioniq 5 and Ioniq 6. 

The campaign illustrates how Hyundai’s EVs can enrich consumers' lives in unexpected ways.  

The brand’s tagline, “It’s Your Journey,” is about being people-forward, says Angela Zepeda, CMO, Hyundai Motor America. 

“When we lean into that, we start to leverage and communicate authentically with different groups of people, specifically the Korean, Chinese, and the Asian community at large,” Zepeda says in a release.

Indicating a trendy location that has gained popularity, "Hot Place" shows how the EVs help a family maintain a joyful and happy daily life even in an unexpected power outage and illustrates the concept of creating a "hot place" within the neighborhood. 

For this project, Ten Advertising partnered with director YK from South Korea’s Space Monster Contents.

The campaign includes 30-second and 60-second versions of the spot. It will be shown on a variety of media platforms.

In addition, Ten Advertising has planned an integrated campaign including experiential components to educate consumers about electric vehicles.