“We have your back.”
That is the message from Hyundai Motor America and Culture Brands, the automaker's first Black marketing agency.
The automaker and agency began working together in 2021, producing ad campaigns with uplifting overtones that depict everyday Black people living their lives.
For example, “Dad's Precious Cargo” shows a father chauffeuring his daughter and her friends to a dance in a Palisade, highlighting the large crossover's spacious second and third rows and intercom. Another spot, "Leading by Example," shows a boy being picked up from school by his uncle in an Ioniq 5 for a “guys' night.” They stop for snacks while recharging the electric vehicle from 10% to 80% in 18 minutes, and when they get home they plug a video game console into the vehicle, demonstrating its reverse charging capability.