Dive Brief:

• Hyundai has launched a campaign showcasing its entire electric vehicle lineup, including the Ioniq 5, Ioniq 5 N, Ioniq 6 and Kona Electric, according to a press release.
• The campaign features a 60-second and two 30-second broadcast spots that will run throughout the summer with placements within events including the Olympics, MLB games and NBA playoffs. A series of 15- and 30-second broadcast and social media spots are meant to alleviate consumer concerns around switching to EVs.
• The campaign also includes creator partnerships, a music video tie-in with artist Leroy Sanchez and a presence on Reddit. Additional touchpoints will include paid social and radio ads, point of sale displays and more. Messaging will also highlight the automaker’s “There’s Joy in Every Journey” brand campaign.

Dive Insight:

Though sales of electric and hybrid vehicles have shown signs of slowed growth, Hyundai is doubling down on its electric lineup as a sector primed for opportunity. The automaker’s EV sales have increased by 51% in 2024, according to data cited in release details. The Korean carmaker has also said it plans to sell 2 million EVs a year by 2030, a goal it’s seemingly looking to achieve by flexing its creative marketing muscle.

“As we put a continued focus on our electrification business goals and our electric vehicle lineup, we wanted something that would stand out from all other advertising we have in the market. This campaign does just that with visuals unlike anything we've done before,” said Angela Zepeda, CMO of Hyundai Motor America, in the press release. 

“While other companies are pulling back on their electrification strategy, we are continuing to reach the EV-curious buyer to show them the compelling design and technology Hyundai has to offer,” the executive continued.

While Hyundai’s previous ads have been lighter in tone and featured storytelling aspects — such as a man who missed a sneaker drop purchasing a new Santa Fe or a role-playing family of vikings — ads in the latest campaign feature dark streets being lit up in cool hues of purple, blue and green as the Hyundai vehicles drive by, weaving in and out of each others’ paths in a choreographed ballet. The spots, soundtracked to “Ratata” by Skrillex, Mr. Oizo and Missy Elliott, assert the cars are “Bigger. Better. Smarter. Faster.” and conclude with the line “There’s Joy in Every Journey,” an echo of the brand’s “It’s Your Journey” slogan.

Hero spots launched in mid-May and will continue throughout the summer, including with high-profile placements during several key events. The spots were directed by Henry Hobson of MJZ, and two were directed by Gui Borchert of Innocean.

Other marketing for the effort will include a series of 15- and 30-second broadcast and social media spots highlighting the vehicles’ charging capabilities and driving range performance as a way to address some of consumers’ biggest pain points around EV cars. The campaign will also include paid social media ads, radio ads, point-of-sale displays, content highlighting the brand’s participation in the Pikes Peak race with the Ioniq 5 N, head-to-head competitor comparison content and more.

As part of its efforts, Hyundai will also launch a presence on Reddit with an official Ask Me Anything session hosted by a Hyundai representative and a HyundaiUSA Reddit Pro account on the platform. Finally, the campaign will include partnerships with content creators, including a “besties”-themed series featuring multiple Hyundai EVs, and a music video partnership with artist and longtime Hyundai brand ambassador Sanchez.

The latest campaign from the automaker was developed with Hyundai's agency of record, Innocean USA, and its media agency, Canvas, coordinated media buys.