Hyundai Wins Best Multicultural Marketing Award for “Cautionary Tales”

Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, proudly announce the prestigious recognition of Best Multicultural Campaign award by MediaPost for their Hispanic IONIQ 5 and IONIQ 6 campaign, “Cautionary Tales” or “Viejos Cuentos”. The 2023 campaign focused on dispelling myths surrounding electric vehicles within the Hispanic community, challenging common misconceptions about EV accessibility, range, performance, and maintenance, with relatable and culturally sensitive family old tales.

“The jurors, including myself, were impressed with the intuitive approach that ‘Cautionary Tales’ took to addressing the problem of hesitation by Hispanic consumers when it comes to electric vehicles,” said Tanya Gazdik, Automotive Editor at MediaPost and lead juror for the awards. “Getting consumers comfortable with the idea of purchasing an electric vehicle is a task facing all automakers and Hyundai has approached it thoughtfully and the company’s sales numbers reflect that.”

“We’re immensely proud of the collaborative effort that led to the success of our ‘Cautionary Tales’ campaign,” remarked Erik Thomas, director, experiential marketing, Hyundai Motor America. “By crafting narratives that resonate emotionally and culturally with Hispanic audiences, we are paving the way for EV adoption. With our award-winning IONIQ 5 and IONIQ 6, we aim to empower families and individuals with a confident and exhilarating driving journey that seamlessly integrates into their dynamic lifestyles.”

Production house CANADA and director Miguel Campaña filmed in Atlanta, Georgia in collaboration with Lopez Negrete’s Chief Creative Officer Fernando Osuna and Executive Creative Director Alex García. The campaign, aimed at Hispanic audiences, launched May 2, 2023, and included a :30 TV commercial, :15 online video, and digital and social media content.

“Our commission is to always create work that resonates deeply and authentically with our Hispanic audiences while producing results for our clients,” stated Alex López Negrete, Lopez Negrete Communications CEO and president. “I’m proud of the work our team put in alongside our partner, Hyundai, to convey the latter’s design, technology, and lifestyle solutions in a way that connects culturally and challenges long-held popular misconceptions of EVs. And, certainly, both teams are overjoyed by this recognition as it stands as one of the industry’s creative and strategic benchmarks.”

“We’re delighted to receive MediaPost’s Best Multicultural Campaign award, which underscores Hyundai’s dedication to dispelling misconceptions and promoting inclusivity within the EV landscape,” stated Angela Zepeda, chief marketing officer, Hyundai Motor America. “To further ease EV adoption among Hispanic audiences, Hyundai is defying electric vehicle myths in a relatable way that emotionally resonates with prospective buyers by making the electrification journey accessible, convenient, and reliable.”

“The jurors, including myself, were impressed with the intuitive approach that ‘Cautionary Tales’ took to addressing the problem of hesitation by Hispanic consumers when it comes to electric vehicles,” said Tanya Gazdik, Automotive Editor at MediaPost and lead juror for the awards. “Getting consumers comfortable with the idea of purchasing an electric vehicle is a task facing all automakers and Hyundai has approached it thoughtfully and the company’s sales numbers reflect that.”

“We’re immensely proud of the collaborative effort that led to the success of our ‘Cautionary Tales’ campaign,” remarked Erik Thomas, director, experiential marketing, Hyundai Motor America. “By crafting narratives that resonate emotionally and culturally with Hispanic audiences, we are paving the way for EV adoption. With our award-winning IONIQ 5 and IONIQ 6, we aim to empower families and individuals with a confident and exhilarating driving journey that seamlessly integrates into their dynamic lifestyles.”

Production house CANADA and director Miguel Campaña filmed in Atlanta, Georgia in collaboration with Lopez Negrete’s Chief Creative Officer Fernando Osuna and Executive Creative Director Alex García. The campaign, aimed at Hispanic audiences, launched May 2, 2023, and included a :30 TV commercial, :15 online video, and digital and social media content.

“Our commission is to always create work that resonates deeply and authentically with our Hispanic audiences while producing results for our clients,” stated Alex López Negrete, Lopez Negrete Communications CEO and president. “I’m proud of the work our team put in alongside our partner, Hyundai, to convey the latter’s design, technology, and lifestyle solutions in a way that connects culturally and challenges long-held popular misconceptions of EVs. And, certainly, both teams are overjoyed by this recognition as it stands as one of the industry’s creative and strategic benchmarks.”