Hyundai Motor America and Culture Brands, the OEM’s marketing agency of record, will launch a campaign entitled OKAY Hyundai this week to promote its new 2022 Santa Fe Plug-in Hybrid through marketing that includes more culturally-inclusive representation.
“We set out to make our marketing more inclusive and representative,” said Angela Zepeda, CMO, Hyundai Motor America, adding that “What makes this campaign unique is its relatability which we feel broadens Hyundai’s voice in the marketplace.”
The company said OKAY Hyundai contains “cultural references and nuances” that were implemented in the creative messaging, which is part of the Culture Brands recipe. The OEM said the campaign also derives from the art form of how the African American community acknowledges someone—which they say focuses on an approach of “less is more, and efficiency is supreme.”
“OKAY is defined as a word that is used to express assent, agreement, or acceptance,” said Eunique Jones Gibson, CEO and Chief Creative Officer of Culture Brands. “In the African American community, placing OKAY before something is the quintessential way things worth noticing are acknowledged. Together, it’s the perfect nod to Hyundai and to our prospective buyers.”
The OEM said diverse representation was important to the making of the campaign, and that both Culture Brands and Brim & Brew (a Black-owned production company) made sure to have people of colour in front of, and behind the camera.
You can view the video, entitled “No Stops Necessary,” here.
