• by Tanya Gazdik , Yesterday

Hyundai Motor America is launching the latest creative in its “Okay Hyundai” series featuring American rapper and music producer Lil Jon. 

“I See You,” created in collaboration with Culture Brands, focuses on the 2026 Hyundai Palisade Hybrid. 

Through a series of vignettes set to Lil Jon’s crunk era sound, the Palisade Hybrid becomes the centerpiece of everything from HBCU homecomings to outdoor block parties and Sunday brunches.

The media plan includes digital and social initiative with behind-the-scenes content featuring Lil Jon. The campaign will be featured across platforms, as well as Instagram and YouTube.

The spot aims to honor the moments that matter most to consumers, said Sean Gilpin, vice president, global sales marketing for Hyundai Motor Company and CMO for Hyundai Motor America. 

The campaign “champions authenticity, sophistication and the power of seeing yourself celebrated on screen,” he says. 

More than simply showcasing the vehicle, the work “celebrates the community, joy and empowerment that define our ‘OKAY Hyundai’ ethos and our relationship with the families we serve,” says Erik Thomas, director, experiential and multicultural marketing, Hyundai Motor America.

And “Okay Hyundai” is more than just a catchphrase, says Eunique Jones Gibson, CEO and chief creative officer, Culture Brands, who calls it a “cultural affirmation."

Helmed by Ghanaian American filmmaker Joshua Kissi of division7, the campaign features "cinematic storytelling and striking visuals," according to the automaker.

“This campaign shows how Hyundai’s latest SUV fits seamlessly into the lives of style-conscious, value-driven Black families, with all the features, flair and reliability they deserve,” Gibson says.