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”.
Hyundai “The Drop” African American TV Ad
“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.
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