Hispanic moms are experts when it comes to motivating, challenging, and protecting their young ones. With this in mind, Hyundai Motor America and Lopez Negrete Communications launched a new campaign highlighting the power Latinas carry to keep their family on track while showcasing its popular Tucson SUV and its ability to help young transitional families accomplish it all. The “Coach Mom” campaign was developed to initiate conversations with the Latino/a audience about Tucson and its effective ability to transport Hispanic families by highlighting the vehicle’s spacious interior detail, intuitive technology, and safety. It was also a chance to go beyond the conversation of cars and to celebrate important moments with loved ones with a touch of levity.
“Our inaugural campaign with Lopez Negrete opens dialogue with Hispanic segments to unite with life’s most memorable moments,” said Angela Zepeda, CMO, Hyundai Motor America. “Tucson’s gas, hybrid, and plug-in hybrid models offer Hispanic families, which skew younger, a journey like no other, both in their vehicle and within their life stage. The all-new creative allows the Hyundai brand to communicate Tucson features in a more genuine way.”
The four-day production was shot in Los Angeles and directed by Latina director Isis Malpica. Her distinctive spin and ability to bring to life culturally-relevant insights for American Latinos are both seen and felt in the digital, television, and radio content. The shoot also encompassed an upcoming anthemic campaign for the brand scheduled to go to market next.
“For Hyundai, a car is so much more than just a vehicle,” stated Alex Garcia, executive creative director. “It’s a means of bringing us together, literally and figuratively. It’s the place where memories are made, bonds are strengthened, and experiences are lived in any given mile. And because each and every one of those miles is important, Hyundai thinks of every detail and feature in their vehicles to make those miles matter, and, most importantly, meaningful.”
The “Coach Mom” campaign will be in market through the end of December 2022.