In an era where inclusion and representation matter more than ever, two powerhouses, Hyundai and AT&T, are leading the charge by empowering underrepresented communities through innovative campaigns. These efforts not only resonate culturally but also offer practical solutions and opportunities for Hispanic drivers and HBCU students alike.

Hyundai’s ‘Rightsizing’ Campaign: Empowering Hispanic Drivers

Hyundai has launched its 2025 Tucson "Rightsizing" campaign in partnership with Lopez Negrete Communications, targeting Hispanic drivers with an innovative and culturally tailored message. This campaign aims to emphasize that Latinos no longer need to compromise on their car choices. The Tucson, with its bold design, cutting-edge technology, and safety features, seamlessly fits into the multifaceted lives of Hispanic families.

From the visually compelling commercials, viewers are treated to relatable moments showcasing how everyday items often fail to fit. This segues beautifully into the Tucson, a vehicle that fits every lifestyle “to perfection.” The campaign, delivered in both Spanish and English, effectively captures the hearts and minds of Latino consumers, celebrating their culture and individuality. The ad creatively features a woman unlocking her Tucson with a smartwatch, reinforcing the message that the vehicle integrates effortlessly into modern life—no compromises, only the right fit.

“Through the ‘Rightsizing’ campaign, Hyundai is reaffirming its commitment to creating vehicles that reflect the vibrant, diverse, and dynamic Hispanic community,” says Sean Gilpin, Hyundai Motor America’s Chief Marketing Officer. “We want our Latino consumers to feel seen and understood, and the Tucson does just that—blending innovation with culture.”

This campaign, which runs through September 2025, showcases Hyundai’s strategic connection with the Hispanic market, further bridging the gap between technology and cultural identity, with commercials and digital content being shared across national platforms.

AT&T’s Rising Future Makers: Empowering HBCU Students

Meanwhile, AT&T is championing future generations of Black leaders through its highly acclaimed "Rising Future Makers" program, now accepting applications for the Class of 2024. In its ongoing commitment to elevating Black voices and supporting the Historically Black College and University (HBCU) community, AT&T offers an exclusive platform for 25 exceptional students to receive career-changing opportunities.

The program not only recognizes these trailblazers but also provides each winner with a $5,000 grant, mentorship opportunities, and a cutting-edge technology pack. Winners are selected based on their impact on their campus and community, reflecting AT&T’s dedication to cultivating leadership that makes a difference. Students currently enrolled in HBCUs like Howard University, North Carolina A&T, Florida A&M, and Prairie View A&M can apply through November 2, 2024.

“By spotlighting these young visionaries, we aim to equip them with the resources they need to become future changemakers,” said an AT&T spokesperson. “Our Rising Future Makers program is a testament to our ongoing efforts to foster innovation and leadership within the Black community.”

The winners will be invited to AT&T's Dallas headquarters for a grand kick-off celebration, symbolizing the beginning of an exciting journey toward greatness.

Celebrating Innovation and Culture

Hyundai and AT&T are not merely launching campaigns—they are cultivating narratives that celebrate diversity and inspire change. Whether through a vehicle that resonates with Hispanic lifestyles or a mentorship program that empowers the next generation of Black leaders, both companies are making bold strides to ensure their communities thrive without compromise.

As these campaigns continue to unfold, it’s clear that the future is bright—whether you're behind the wheel of a Hyundai Tucson or leading the way as a Rising Future Maker.

For more information, visit ATT.com