Connected Car
That is the message from Hyundai Motor America and Culture Brands, the automaker's first Black marketing agency. The automaker and agency began working together in 2021, producing ad campaigns with uplifting overtones that depict everyday Black people living their lives. Another spot, "Leading by Example," shows a boy being picked up from school by his uncle in an Ioniq 5 for a "guys night." Culture Brands has also produced campaigns for the Santa Fe and Tucson crossovers. Hyundai's search for an agency to help address racial inequality began in 2020, following civil unrest resulting from the death of George Floyd while in police custody.