Hyundai launches its first Asian American campaign for Tucson

Hyundai launches its first Asian American campaign for Tucson

MANILA: Hyundai Motor America has launched its first original creative campaign for the Asian American market with its Asian American marketing agency of record, TEN Advertising.


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  • The “My Love, My Son-in-Law” campaign was introduced at the end of January across broadcast, digital, and social media platforms in the US. The campaign focuses on the emotional journey taken by the future son-in-law as he earns the trust and acceptance of his father-in-law and his fiancé's family through all of the cherished memories they have created together over time. The future son-in-law was able to bridge generational and cultural gaps and attain familial harmony by traveling with his trusty travel companion, the Hyundai Tucson.

    Hyundai My Love, My Son-in-Law campaign

    “Our first Asian American creative campaign places a strong emphasis on family values with an emotional story of a prospective son-in-law’s journey to gain the trust and acceptance by his fiancé’s family, especially the father, chronicled by the memorable moments they created with their Hyundai Tucson. Hyundai is proud to partner with TEN Advertising to connect with Asian American audiences on a more profound level that is authentic, inclusive and culturally significant,” Hyundai Motor America Chief Marketing Officer Angela Zepeda stated.

    The “My Love, My Son-in-Law” campaign depicts one of the most major moments in Asian culture: getting the support of your significant other's family and building a happy marriage. By emphasizing its human-centric technology, the Hyundai Tucson plays the crucial role of accompanying the soon-to-be son-in-law on his journey from meeting his future spouse's parents for the first time to getting their approval.

    Hyundai My Love, My Son-in-Law campaign

    “As Hyundai’s Asian American agency of record, we are proud to represent a brand that is deeply committed to building an authentic relationship with this diverse consumer in multiple languages. With a story of a prospective son-in-law’s journey to form a new family, this creative emphasizes the importance of familial bonds and harmony, as well as creating long-lasting legacies,” TEN Advertising Founder and President Karen Park said.

    Hyundai My Love, My Son-in-Law campaign

    The media strategy and creative concept for “My Love, My Son-in-Law” were made by TEN Advertising. Award-winning South Korean director YK Kim directed the creative. Kim skillfully captured the awkward and tender moments in the narrative and developed a universal vision that not only appeals to Asian Americans but also across cultural boundaries.

    Hyundai My Love, My Son-in-Law campaign

    Watch the “My Love, My Son-in-Law” campaign here.

    Photos from Hyundai Motor America

    Also read: Hyundai PH takes Roblox players to a Philippine-themed metaverse

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