Hyundai Motor America is expanding its creative efforts for the Hyundai Palisade with a bilingual campaign that features the hybrid version of the SUV.

“Elevating What’s Next,” from Lopez Negrete Communications, features both Spanish and English content. It rolls out across linear and digital platforms beginning today. 

At the heart of the campaign lies the insight: “The desire to do more, achieve more, and be more, while staying true to your values.”

The campaign taps into cultural storytelling and the modern Hispanic experience, and aims to deepen Hyundai’s connection with Hispanic consumers, says Sean Gilpin, chief marketing officer, Hyundai Motor America.

“It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities,” Gilpin says in a release. 

Creative makes the claim the Palisade Hybrid is more than just an SUV.   “It’s a trusted companion on life’s journey, supporting personal growth, family, and achievement as they reach new heights of success,” Gilpin says. 

The new creative positions the Palisade Hybrid as a symbol of resilience, progress and defining moments, says Alex López Negrete, CEO and president, Lopez Negrete Communications.

“American Latino consumers strive for personal and professional growth without compromising their identity or values,” Negrete says in a release. “We’re excited about this body of work at the center of which is a story of multigenerational achievement, growth and progress of a Latino family, and of course, a star protagonist: the 2026 Hyundai Palisade.”

The creative idea was brought to life under the direction of Hispanic filmmaker Wes Walker, featuring a bilingual score produced by Grammy-award-winning performer and producer Andrés Levin.

Hyundai launched its first creative for the Palisade in early September with an effort from Innocean featuring actress Parker Posey.