Hyundai spotlights “Dad’s Precious Cargo” in new marketing campaign for Palisade 2023 and beyond

  • New creation Showcases the special bond and deep connection within the Afro-American Father-daughter dynamic
  • New convenience and driver assistance technologies combine to deliver the smartest 8-passenger SUV that takes style and substance to the next level

FOUNTAIN VALLEY, California, August 16, 2022 /PRNewswire/ — Hyundai Motor America and its official African-American marketing agency, Culture Brands, have launched a new campaign for its vastly improved 2023 Palisade SUV. Encompassing the fourth vehicle and final expansion of the new OKAY Hyundai theme, the campaign, titled “Dad’s precious cargoshowcases the special bond and connection within the African-American father-daughter dynamic.

“Nothing says ‘I’ve got your back’ like the presence of a dad – especially when it comes to leading his daughter and her friends to a much-anticipated dance that will be talked about for years to come,” said Angela Zepeda, CMO, Hyundai Motor America. “In this case, the upgraded 2023 Palisade, with its third-row intercom and Wi-Fi hotspot, combined with its spaciousness and style, makes it the perfect vehicle for any momentous occasion.”

The OKAY Hyundai marketing theme was first launched in Fall 2021 and is designed to strengthen the connection between Hyundai and the African American community through the integration of cultural references and nuances into creative messaging. ” Father precious cargo” brings the same approach to showcasing this connection through the unique prism of the father-daughter relationship.

The spot is awash with visual cues, nuances and conversations that demonstrate the beauty of the vehicle’s design, technology, smoothness and space, while highlighting how this dad has his daughter’s back and how Hyundai has his.

“This is the fourth vehicle featured in our ongoing OKAY Hyundai campaign and a great representation of not only the continued evolution of our successful partnership with Culture Brands, but also the goals we have set for ourselves to be more inclusive, authentic and representative in our marketing efforts,” said Eric Thomassenior group leader, experiential and multicultural marketing, Hyundai Motor America.

Highlighting the ultimate family vehicle for everyday use and memorable trips, the Dad’s precious cargo was developed by Culture Brands under the guidance of Eunique Jones Gibson, Founder and Creative Director. For the spot, the agency recruited the director Nate Edwards and production house Invisible Collective. Regarding the partnership with Culture Brands, Edwards said, “There were no constraints on our creative vision. When you work with people who understand where you want to go and how to get there, it’s an ideal launch pad for creating art that matters.

“When it comes to engaging with black consumers, our mandate remains to authentically celebrate, reflect and represent African Americans in media with content that inspires these audiences by providing authentic representation,” Gibson said. “Besides having incredible creativity, it’s equally important to make sure that representation is reflected behind the scenes. Selection Nate Edwards directing this spot, like its first car advertisement, punctuates Hyundai’s commitment even more.

The 2023 Palisade campaign, which includes video, radio, digital and influencer executions, will use a variety of media platforms to amplify messaging and vehicle features such as its sleek exterior, spacious interior, luxurious comfort and technology. innovative. There are 15, 30 and 60 second versions of the spot available for broadcast and digital channels.

Cultural marks
Culture Brands is an independent, minority-owned, women-owned agency that exists to celebrate, reflect, and authentically represent African Americans in media. Founded in 2017 by a 15-year advertising veteran Eunique Jones Gibson, we create culturally relevant and affirming campaigns and content that inspires African American audiences by ensuring they feel seen, heard and valued. At Culture Brands, we are constantly engaged in a two-way conversation with the African American community through our owned-and-operated media platforms and consumer brands such as the award-winning Because of Them We Can brand.®Thanks to them we can box (just for kids), #CultureTags® and Dream Village®. Culture Brands is headquartered just outside the nation’s capital at Hyattsville, MD.

Hyundai Motor America
Hyundai Motor America is focused on “Progress for Humanity” and intelligent mobility solutions. Hyundai offers U.S. consumers a range of state-of-the-art cars, SUVs and electrified vehicles. Our 820 dealerships sold more than 738,000 vehicles in the United States in 2021, and nearly half were built at Hyundai Motor Manufacturing Alabama. For more information, visit

Hyundai Motor America on Twitter | YouTube | Facebook | instagram

SOURCEHyundai Motor America

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