Auto manufacturers are increasingly aware of the importance of the Spanish-speaking market in the United States. The latest step in this direction is Hyundai Motor America, which is currently working on its first bilingual creative campaign with its marketing agency for the Spanish-speaking market, Lopez Negrete Communications. Hyundai’s new ad seeks to convey a unifying brand message: “No matter how far we are, where we’re going or where we’re from, the miles we travel together create memories and unite us.” You can see today’s announcement here:
“OUR FIRST BILINGUAL SIGNATURE CAMPAIGN WITH LÓPEZ NEGRETE GOES BEYOND OUR VEHICLES AND TRULY REFLECTS THE MODERN AUTOMOBILE VIEW OF LIFE, AND WHILE ‘MILES’ IS OFTEN INTERPRETED AS GEOGRAPHICAL ISOLATION, WHEN USED TO CREATE THEM, THEY CAN ALSO GET CLOSER. WE ARE HAVING EXPERIENCES THAT UNITE US”,
said Angela Zepeda, director of operations for Hyundai Motor America. “We also strongly believe that this campaign transcends culture and emotionally connects with different audiences,” said Zepeda, who emphasized that the campaign will be in both English and Spanish on television, radio and digital media.
Alex Lopez Negrete, COO of Lopez Negrete Communications, said: “As an official Hyundai dealer in Latin America, we are proud to represent a brand committed to creating authentic relationships with consumers, through language or culture, or both of them”. The campaign was filmed in Palmdale, California and was styled under the direction of Isis Malpica, with McGregor serving as cinematographer.
Aimed at Spanish-speaking audiences and the general public, the campaign includes two 15-, 30-, and 60-second television commercials in English and Spanish; 30 audio and radio streaming locations and digital assets to be shared across the country by the end of 2023.