Unveiling the 2024 Hyundai Santa Fe: A Cultural Fusion with "The Drop" Campaign

Hyundai, in collaboration with Culture Brands, its African American marketing agency, has unleashed a groundbreaking marketing spectacle with the launch of "The Drop" campaign, introducing the world to the highly anticipated 2024 Hyundai Santa Fe SUV. This latest installment in the renowned “OKAY Hyundai” series seamlessly merges the captivating allure of sneaker culture with the spirited, adventure-driven essence of the all-new fifth-generation Santa Fe.

Immersing viewers in the pulsating ambiance of a sneaker release, "The Drop" celebrates Black-owned brands like Brandblack and spotlights Black talent both in front of and behind the camera. Produced by FELA, a distinguished Black-owned production company, and directed by the visionary Julien Christian Lutz (Director X), renowned for his iconic music videos, the campaign epitomizes the essence of sneaker culture. Spearheaded by Culture Brands' CEO Eunique Jones Gibson and Executive Producer Jessica Toscano, the campaign resonates with intentionality, positioning the 2024 Hyundai Santa Fe as the epitome of coveted exclusivity.

Angela Zepeda, CMO of Hyundai Motor America, emphasized the campaign's pioneering approach, stating, “With ‘The Drop,' we're not just showcasing a vehicle; we're pioneering a vibrant fusion of automotive innovation and culture, capturing the pulse of Hyundai's dynamic consumer base with fresh, intentional creativity.”

Highlighting the redesigned Santa Fe's bold aesthetic and enhanced spaciousness, including a third row and captain's seats, the campaign spotlights its cutting-edge technological features, such as dual wireless charging and dual 12.3-inch displays. Positioned competitively in the Compact SUV segment, the Santa Fe continues to resonate strongly with African American consumers, emerging as a top choice within the demographic. Offering various trim levels and engine options, including a Hybrid variant, the Santa Fe aligns seamlessly with Hyundai's commitment to sustainability.

Erik Thomas, director of experiential marketing at Hyundai Motor America, emphasized the vehicle's urban flair and technological prowess, stating, “With the all-new Santa Fe, we're infusing every ride with excitement, blending cutting-edge technology with urban flair to redefine the journey and exceed expectations at every turn.”

Eunique Jones Gibson, Founder and Chief Creative Officer of Culture Brands, emphasized the campaign's authentic representation of culture, stating, “This campaign continues to authentically capture the vibrant essence of our community, showcasing how the new 2024 Hyundai Santa Fe seamlessly integrates within it.”

"The Drop" campaign will be showcased across various platforms, including digital channels, influencer engagements, and branded content development with culturally relevant media partners. With both 30- and 60-second versions available, the campaign aims to captivate audiences and instill a sense of cultural resonance, positioning the 2024 Hyundai Santa Fe as the ultimate embodiment of style, innovation, and cultural relevance.

For more info, visit Hyundainews.com