Hyundai Leading By Example in new marketing campaign
New spot from Culture Brands continues to push for representation and dynamics that showcase African American lifestyle and relationships not prominently shown in the media.
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Hyundai Motor America and its African American marketing agency of record, Culture Brands, have launched a new campaign for the award-winning, all-electric 2022 Hyundai IONIQ 5.
Produced by woman-owned and certified production company tinygiant, Leading by Example showcases the convenience of an electrified lifestyle.
Leading By Example tells the story of Uncle Miles as he picks up his nephew Blake from school for a guys’ night. Showcasing the IONIQ 5’s ultra-fast charging capabilities and vehicle-to-load charging technology, the two are off to pick up snacks while the vehicle charges from 10-80% in 18 minutes, before culminating in the vehicle powering an outdoor video game night.
Credits
powered by
- Agency Culture Brands
- Production Company tinygiant
- Director Jennifer Shaw
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Credits
powered by
- Agency Culture Brands
- Production Company tinygiant
- Director Jennifer Shaw
- Editor Union Editorial
- Color Primary/Los Angeles
- Chief Creative Officer Eunique Jones Gibson
- Producer Jessica Toscano
- Executive Producer/Founder Veronica Diaferia
- DP Eduardo Ramirez
- Editor Graham Turner
- Assistant Editor Brian Leong
- Editor Producer Lillian Ghodoushim
- Color Producer Diane Valera
- Sound Designer Peter Doggart
Credits
powered by
- Agency Culture Brands
- Production Company tinygiant
- Director Jennifer Shaw
- Editor Union Editorial
- Color Primary/Los Angeles
- Chief Creative Officer Eunique Jones Gibson
- Producer Jessica Toscano
- Executive Producer/Founder Veronica Diaferia
- DP Eduardo Ramirez
- Editor Graham Turner
- Assistant Editor Brian Leong
- Editor Producer Lillian Ghodoushim
- Color Producer Diane Valera
- Sound Designer Peter Doggart
The IONIQ 5 campaign was developed by Culture Brands under the leadership of founder, and chief creative officer, Eunique Jones Gibson. The spot was filmed in Los Angeles, allowing the car to stand out against a variety of backgrounds that feel like "Anywhere, America".
For the spot, Culture Brands enlisted tinygiant director Jenn Shaw. The spot marks her first automotive commercial project. “It’s rare to get to film a car commercial that hits all the high notes. We were able to create a beautiful story of social responsibility, sustainability, and family, all while in a car that also visually impresses at every turn,” says Shaw.
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