• by Tanya Gazdik , October 10, 2023

Hyundai Motor America is hoping to turn the heads of Hispanic consumers who are looking for a three-row SUV that will impress their families.

A new campaign from the automaker's U.S. Hispanic marketing agency, Lopez Negrete Communications, is aimed at upwardly mobile Hispanic families striving for multigenerational validation, while highlighting the innovation and comfort of the Hyundai Palisade. 

“¿Viste?” (Did You See It?) in both English and Spanish for bilingual audiences, includes a 30-second and 15-second TV commercial, digital spots, and a social media series. 

Among Hispanics, familism is a core cultural value that runs deep through generations, says Angela Zepeda, CMO, Hyundai Motor America.

Latino consumers seek to provide their children with a better life than they had themselves, says Alex López Negrete, CEO and president of Lopez Negrete Communications.

This second bilingual campaign developed for Hyundai by Lopez Negrete aims to connect Latinos to the vehicle by speaking directly to a universal, culturally sensitive dynamic, with a focus on three generations of family members.

From the child seeking validation, to the father trying to make his own father proud of his new vehicle purchase, the campaign draws on real-life experiences and cultural nuances.

The production was filmed in Los Angeles, California under the creative direction of Fernando Osuna and Alex Garcia. Lopez Negrete and Hyundai’s media agency, Canvas, collaborated on media planning and buying.