Hyundai Palisade 2023: Dad’s Precious Cargo

Hyundai Motor America and its African American marketing agency of record, Culture Brands, have launched a new campaign for its significantly enhanced 2023 Palisade SUV. Encompassing the fourth vehicle and latest extension of the novel OKAY Hyundai theme, the campaign, titled “Dad’s Precious Cargo,” showcases the special bond and connection within the African American father-daughter dynamic. The OKAY Hyundai marketing theme was first launched in Fall 2021 and is designed to strengthen the connection between Hyundai and the African American community through the embedding of cultural references and nuances in the creative messaging. “Dad’s Precious Cargo” brings the same approach to showcase that connection through the unique lens of the father-daughter relationship. The spot is inundated with visual cues, nuances and conversation that demonstrate the vehicle’s beautiful design, technology, smoothness and spaciousness, while highlighting how this father has his daughter’s back and how Hyundai has his.