Hyundai in collaboration with Culture Brands, its African American marketing agency, launched their new multicultural campaign featuring the highly anticipated 2024 Santa Fe SUV. The latest addition to the popular “OKAY Hyundai” series, the new campaign, titled “The Drop”, seamlessly integrates the allure of sneaker culture with the dynamic, adventure-driven lifestyle of the all-new fifth-generation Santa Fe.
“The Drop” immerses viewers in the electric atmosphere of a sneaker release, spotlighting Black-owned brands like Brandblack and Black talent both in front of and behind the camera. Produced by FELA, a Black-owned production company, and directed by Julien Christian Lutz (Director X), known for iconic music videos, the campaign captures the essence of sneaker culture. Collaborating with Culture Brands, CEO Eunique Jones Gibson and Executive Producer Jessica Toscano spearheaded the vision with intention. The spot also features the soundtrack “Big Fish” by Vince Staples. Through each cultural nod, the 2024 Hyundai Santa Fe reveals itself as the true coveted “drop”.
“It’s imperative to break new ground. With ‘The Drop’ we’re driving the 2024 Hyundai Santa Fe into the limelight through an intentional and fresh cultural perspective, aligning our creative ingenuity with the dynamic experiences of Hyundai’s ever-evolving consumer base,” said Angela Zepeda, CMO of Hyundai Motor America. “This campaign isn’t just about showcasing a vehicle; it’s about setting the pace for a vibrant fusion of automotive innovation and culture.”
The spot powerfully highlights the redesigned Santa Fe’s bold and distinctive design, accentuating its enhanced spaciousness with the addition of a third row and captain’s seats, while also spotlighting its advanced technological features, including dual wireless charging and dual 12.3-inch displays. Positioned competitively in the Compact SUV segment, the Santa Fe is a frontrunner among African American consumers who purchased Hyundai vehicles in 2023, consistently marking its position as a Top 3 choice for the demographic. Offering various trim levels and engine options, including a Hybrid variant, the all-new Santa Fe aligns with Hyundai’s broader sustainability initiatives. Launching the SUV required unique storytelling to effectively communicate its revitalized energy. “The Drop” spot showcases the vehicle’s state-of-the-art technology while capturing a cultural vibe that instills a feeling of FOMO (fear of missing out).
