The challenge was to find a unified brand voice, but avoid just following the English-language "Think about it" message.
"Often Hispanic campaigns are direct transcreations, with no Hispanic insights and just adapted languagewise," said Patricia Romero, who joined Hyundai Motor America as national manager multicultural marketing in October.
Ms. Romero was VP-director of client services at Bumpercar, a Los Angeles Hispanic shop. Before that, she held marketing posts at Daimler Chrysler and Toshiba, and led American Honda Motor Co.'s expansion in Latin America.
Early this month, Hyundai breaks the "Descubrelo tu mismo" ("Discover it for yourself") campaign from agency LatinWorks, Austin, Texas. In the TV spot "Second Chance," a man has an out-of-body experience after a car accident and reflects on how he would have lived his life differently.
"The twist is that he would have taken life more seriously," Ms. Romero said. "That's a huge cultural cue. "And he realizes that the one thing he would do exactly the same because it was the smart, responsible thing, was to choose Hyundai."
The campaign includes a website with Spanish words such as "safety," "reliability," and "design." They all lead to other words, with more detailed explanations of different features.