Hyundai Partners With Culture Brands To Launch First Campaign Targeting The African American Community


November 11, 2021

They’re committed to creating a more inclusive marketplace!

Hyundai News recently reported the launch of its first Black marketing campaign, created by Culture Brands.

This past summer, Hyundai made history, bringing on Culture Brands as its first Black marketing agency. Founded by advertising veteran Eunique Jones Gibson in 2017, the agency exists solely to bring an authentic representation of Black people to the marketplace. This includes Because Of Them We Can, #CultureTags, and Dream Village, which are under the Culture Brands umbrella. 


Now, they’ve released Hyundai’s first Black marketing campaign, entitled OKAY Hyundai, which features the all-new 2022 Hyundai Tucson Plug-in Hybrid (PHEV) and the 2022 Santa Fe Plug-in Hybrid (PHEV). 

“OKAY is defined as a word that is used to express assent, agreement, or acceptance. In the African American community, placing OKAY before something is the quintessential way things worth noticing are acknowledged. Together, it’s the perfect nod to Hyundai and to our prospective buyers,” Gibson said. 

The new campaign features television, radio, creative, digital, social media, and influencer programming, as well as branded content developed with several media partners. Using insights gained from consumer research and real-time polling through Because of Them We Can, the campaign’s messaging is embedded with cultural references that are the hallmark of the Culture Brands creative recipe. 


“We set out to make our marketing more inclusive, and representative and the result is working with Culture Brands to launch the OKAY Hyundai campaign to promote the 2022 Hyundai Tucson PHEV and the 2022 Hyundai Santa Fe PHEV in a culturally relevant way. What makes this campaign unique is its relatability which we feel broadens Hyundai’s voice in the marketplace,” said Angela Zepeda, CMO, Hyundai Motor America. 

Brim & Brew, a Black-owned production company, worked alongside Culture Brands, ensuring that people of color were represented throughout all aspects of the production. What resulted was palpable chemistry in the first two commercials and a ton of behind-the-scenes footage that will be utilized as a part of the campaign’s social strategy. 

“As important as the cultural insights were to the creative, they were also used as a tool for the media placement. We are reintroducing Hyundai to the community as a viable option for new vehicle prospects, while showcasing the PHEV quality, benefits, and capabilities of these vehicles,” said Erik Thomas, senior group manager, experiential & multicultural marketing, Hyundai Motor America. 


Check out the first two commercials for the OKAY Hyundai campaign below. 



OK Hyundai! Because of you, we can!

Photo Courtesy of Hyundai USA

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