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Hyundai ‘leads the way’ in new marketing campaign for 2022 IONIQ 5


  • New African American Creation Presents the convenience of an electrified lifestyle

FOUNTAIN VALLEY, California, April 25, 2022 /PRNewswire/ — Hyundai Motor America and its signature African-American marketing agency, Culture Brands, have launched a new campaign for the award-winning all-electric 2022 Hyundai IONIQ 5. Building on the theme of OKAY Hyundai, the campaign, titled “Leading by Example”, showcases the convenience of an electrified lifestyle.

“We wanted an IONIQ 5 spot that exemplifies a limitless lifestyle,” said Angela Zepeda, CMO, Hyundai Motor America. “This latest creation shows how the IONIQ 5’s advanced features and technology make family fun possible without any emissions.”

The OKAY Hyundai marketing theme was first launched last fall and is designed to strengthen the connection between Hyundai and the African American community through the integration of cultural references and nuances into the creative message. “Leading by Example” brings the same approach to demonstrating an electrified lifestyle.

“Leading By Example” tells the story of Uncle Miles as he picks up his nephew Blake from school for a lads night. The IONIQ 5 is the hero of the trip, impressing all of Blake’s friends at school. Showcasing the super-fast charging capabilities of the IONIQ 5 and innovative Vehicle-to-Charge (V2L) charging technology, the two set off to pick up snacks as the vehicle charges from 10-80% in 18 minutes, before culminating in the vehicle powering an outdoor video game night.

The IONIQ 5 campaign was developed by Culture Brands under the direction of Eunique Jones Gibson, Founder and Chief Creative Officer of Culture Brands. For the spot, Culture Brands hired the director Jenn Shaw and tinygiant, a female-owned and certified production company. The character of Blake is played by Marvin Winans IIIpastor’s grandson and gospel legend Marvin Winans.

“We continue to push for representation and dynamics that showcase the African-American lifestyle and relationships that are not highlighted in the media,” Gibson said. “The IONIQ 5 is an award-winning vehicle with sustainable and eco-friendly innovations. Thanks to Uncle Miles and Blake, we are reminded that there is hope for the future when we lead by example .”

The IONIQ 5 campaign, which includes video, radio, digital and influencer executions, will use a variety of media platforms to amplify messages and vehicle features such as range, comfort, spacious interior, styling and technology. 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 Eunical 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 award-winning brands Because of Them We Can®, Because of Them We Can Box (Just For Kids), #CultureTags® and Dream Village®. Culture Brands is headquartered just outside the nation’s capital at HyattsvilleMD. www.culturebrands.co

Hyundai Motor America
Hyundai Motor America is focused on “Progress for Humanity” and intelligent mobility solutions. Hyundai offers American consumers a range of technology-rich cars, SUV, and electrified vehicles. Our 820 dealerships sold more than 620,000 vehicles in the United States in 2020, and nearly half were built at Hyundai Motor Manufacturing Alabama. For more information, visit www.HyundaiNews.com.

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SOURCEHyundai Motor America

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