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Hyundai
“Leading
by
Example”
in New
Marketing
Campaign
for the
2022
IONIQ 5
• New
African
American
Creative
Showcases
the
Convenience
of an
Electrified
Lifestyle
FOUNTAIN
VALLEY,
Calif.,
–
Hyundai
Motor
America
and its
African
American
marketing
agency
of
record,
Culture
Brands,
have
launched
a new
campaign
for the
award-winning,
all-electric
2022
Hyundai
IONIQ 5.
Building
on the
OKAY
Hyundai
theme,
the
campaign,
titled “Leading
by
Example,”
showcases
the
convenience
of an
electrified
lifestyle.
“We
wanted
an IONIQ
5 spot
that
illustrated
a
lifestyle
without
limits,”
said
Angela
Zepeda,
CMO,
Hyundai
Motor
America,
“This
latest
creative
demonstrates
how the
IONIQ
5’s
advanced
features
and
technology
allows
for
great
family
fun with
zero
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
embedding
of
cultural
references
and
nuances
in the
creative
messaging.
“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
guys’
night.
The
IONIQ 5
is the
hero of
the
journey,
impressing
all of
Blake’s
friends
at
school.
Showcasing
the
IONIQ
5’s
ultra-fast
charging
capabilities
and
innovative
vehicle-to-load
(V2L)
charging
technology,
the two
are off
to pick
up
snacks
while
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
leadership
of
Eunique
Jones
Gibson,
founder
and
chief
creative
officer
of
Culture
Brands.
For the
spot,
Culture
Brands
enlisted
director
Jenn
Shaw and
tinygiant,
a
woman-owned
and
certified
production
company.
The
character
of Blake
is
played
by
Marvin
Winans
III,
grandson
of
Pastor
and
gospel
legend
Marvin
Winans.
“We are
continuing
to push
for
representation
and
dynamics
that
showcase
African
American
lifestyle
and
relationships
not
prominently
shown in
the
media,”
said
Gibson.
“The
IONIQ 5
is an
award-winning
vehicle
with
sustainability
and
eco-friendly
innovations.
Through
Uncle
Miles
and
Blake,
we’re
reminded
that
there is
hope for
the
future
when we
lead by
example.”
The
IONIQ 5
campaign,
which
includes
video,
radio,
digital
and
influencers
executions,
will use
a
variety
of media
platforms
to
amplify
the
messaging
and
vehicle
features
such as
driving
range,
comfort,
spacious
interior,
styling
and
technology.
There
are 15-,
30- and
60-second
versions
of the
spot
available
for
broadcast
and
digital
channels.
Culture
Brands
Culture
Brands
is an
independent,
minority
and
female-owned
agency
that
exists
to
authentically
celebrate,
reflect
and
represent
African
Americans
in
media.
Founded
in 2017,
by
15-year
advertising
veteran
Eunique
Jones
Gibson,
we
create
culturally
relevant
and
affirming
campaigns
and
content
that
inspire
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®,
Because
of Them
We Can
Box
(Just
For
Kids), #CultureTags®
and
Dream
Village®.
Culture
Brands
is
headquartered
right
outside
of the
nation’s
capital
in
Hyattsville,
MD.
www.culturebrands.co
Hyundai
Motor
America
Hyundai
Motor
America
focuses
on
‘Progress
for
Humanity’
and
smart
mobility
solutions.
Hyundai
offers
U.S.
consumers
a
technology-rich
lineup
of cars,
SUVs,
and
electrified
vehicles.
Our 820
dealers
sold
more
than
620,000
vehicles
in the
U.S. in
2020,
and
nearly
half
were
built at
Hyundai
Motor
Manufacturing
Alabama.
For more
information,
visit
www.HyundaiNews.com.
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