Hyundai celebrates sneaker culture and lights up Santa Fe with black crowd

Diving overview:

• As part of its efforts to promote its Santa Fe SUV, automaker Hyundai is drawing inspiration from other industries’ product release strategies with a campaign that references sneaker drops, according to a press release.
• Developed in conjunction with Hyundai’s African-American specialty agency Culture Brands, ‘The Drop’ sees sneakerheads who missed out on a highly-hyped release step into the 2024 Santa Fe to impress their friends. is drawing. Vince Staples’ “Big Fish” is the soundtrack for this spot, played in 15 seconds and his 30 second version.
• The creative features black-owned brands such as sneaker company Brand Black, was created in collaboration with production company Fela, and Julian Christian Lutz, aka Director X, directed the commercial. Digital activation, influencer engagement, and branded content complete your media strategy.

Dive Insight:

Hyundai hopes to increase affinity for African-American drivers and the 2024 Santa Fe through advertising that highlights niche subcultures. The brand says the compact SUV model has been well-received by black consumers who have previously purchased a Hyundai, consistently ranking among their top three vehicle choices. Led by Black-owned agencies and production partners, the campaign coincides with a larger audience proposition that the auto industry believes is critical to unlocking future growth and accelerating its commitment to diversity. There is.

“With ‘The Drop,’ we are bringing the 2024 Hyundai Santa Fe into the spotlight through an intentional and fresh cultural perspective, bringing our creative ingenuity to bear on the dynamic needs of Hyundai’s ever-evolving consumer base. and align it with experiences,” said Angela Zepeda, CMO of the company. This was announced by Hyundai Motor America in a press statement.

“The Drop” encompasses the ups and downs of being a sneakerhead. The commercial begins with a man missing out on a new shoe release at Brandblack. The website crashed and showed a red “sold out” banner. His friend on a video call teases him about how he never misses a drop, which sparks an idea in the hero’s head. He takes to the road in a brown Santa Fe, weaving through the snaking lines outside the brand’s black brick-and-mortar store, where Hyundai commands respect from patrons. Finally, he pulled up to the golf course and his friends admitted that a Santa Fe drop was better than securing sneakers.

This marketing effort is part of Hyundai’s larger “Okay Hyundai” program, which aims to increase cultural relevance and awareness among Black consumers. Culture Brands, a minority and women-owned company, has played a key role in developing a multicultural platform. Hyundai has appointed Culture Brands as its African American agent of record in 2021.

The auto brand previously launched a Viking-themed campaign supporting the newest Santa Fe around the NFL Conference Championship. ‘Viking’ emphasizes Santa Fe’s positioning around off-road ruggedness.