Embedded deeply in the minds of many Hispanics and Latinos is the desire to make their parents proud, and Hyundai’s second bilingual ad campaign, launched on Monday, captures this sentiment.
‘¿Viste?,’ which translates as ‘Did you see it?,’ features both English and Spanish 30-second spots. Both aim to connect upwardly mobile Latinos with the featured car, the new 2024 Hyundai Palisade SUV, by showcasing a universal and sensitive dynamic within the culture: the importance of validation from their parents.
In the spot, three generations of family members seek approval from each other as they navigate life, from the little boy trying to make his own father proud of his new vehicle purchase to the man who drives his elderly father around in his new Palisade. It was filmed in Los Angeles, California and brought to life under the creative direction of Fernando Osuna and Alex Garcia.
“Among Hispanics, familism is a core cultural value that runs deep through generations. Our new Palisade campaign intends to strengthen the connection between Hyundai and the Hispanic community by embedding these values and traditions in the creative messaging,” said Angela Zepeda, chief marketing officer of Hyundai Motor America. “The bilingual campaign authentically captures the essence of this dynamic through the lens of three family members seeking approval from each other while connecting Hispanic consumers with our flagship SUV as the ideal family vehicle.”
The work follows the South Korean automaker’s first-ever bilingual campaign, ‘The Miles that Unite Us,’ which launched in January of this year. Like ‘The Miles that Unite Us,’ ‘¿Viste?’ was also created by US Hispanic marketing agency Lopez Negrete Communications.
“Latino consumers seek to provide their children with a better life than they had themselves,” says Alex López Negrete, chief executive and president of Lopez Negrete Communications. “This often entails prioritizing security and assurance, and with the Hyundai Palisade these qualities are readily available. Offering a perfect blend of utility, value and luxury, upwardly mobile younger generation Hispanics have the assurance that they are making a good decision that will please even their toughest critics. In this case, Papá (dad).”
The campaign includes a 30-second and 15-second TV commercial, digital spots and a social media series. Lopez Negrete and Hyundai’s media agency, Canvas, collaborated on media planning and buying.
Source: The Drum