Hyundai Invites Hispanic Consumers to See the World in a New Light through the All-New Santa Fe Marketing Campaign

 Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, launched a creative campaign for the all-new 2024 Santa Fe SUV. The “Under a Different Light” campaign – “Un nuevo punto de vista” – encourages Hispanic consumers to embrace a unique perspective on the journey and life through the all-new Santa Fe lens.

The campaign, available in Spanish and English for bilingual audiences, includes 15- and 30-second TV commercials, radio spots, streaming audio, and digital and social media.

The new Hyundai Santa Fe Hispanic campaign unfolds the narrative of a father returning home from work to find his children longing for excitement. Equipped with UV flashlights and the very capable Santa Fe SUV, the family embarks on a journey to embrace adventure from a fresh perspective.

Upon reaching their destination, exhilaration and exploration envelop the family as they delve into the forest with their UV flashlights, uncovering the vivid hues of nature and a previously unseen realm of wonder. The spot adds cultural cues with the newly released single, “Gran Día,” from multi-platinum award-winning Latin pop and urban music duo Mau y Ricky’s new album “Hotel Caracas.”

The commercial production took place in Miami, Florida, under the direction of the FIAP and Addy award-winning Lopez Negrete creative team, which includes Fernando Osuna, Alex Garcia, and David Padierna.

Marilina Perez, an Argentina-born Latina director, brought the campaign to life, offering a broad perspective of people and cultures from her work in New York, London, Paris, Los Angeles, and Santiago de Chile. Lopez Negrete and Hyundai’s media agency, Canvas, collaborated on media planning and buying.