In 2025, Hyundai introduced a complete redesign of the Hyundai Palisade. The goal was to grow awareness among U.S. Hispanic consumers while aligning the vehicle with their aspirations at a pivotal life stage. Beyond showcasing innovation and capability, the opportunity was to connect the Palisade to a deeper cultural truth about progress, hard work, achievement, and purpose.
For Hispanic audiences, growth is not individual. It is a collective endeavor. It is emotional and rooted in purpose. Hyundai needed to move beyond traditional automotive messaging and position the 2026 Palisade as more than a product, but also as a reflection of identity, ambition, and the shared journey forward.
We created “Elevating What’s Next,” an intimate, aspirational, and cinematic campaign grounded in the truth that progress is measured not just by achievement, but by purpose, connection, and legacy. Through emotional storytelling infused with genuine human warmth, the Hyundai Palisade was seamlessly integrated as a natural companion in life’s evolution, moving with people, not just moving them.
Every detail, from the pace of the edit to the visual tone and performance, was meticulously shaped to reflect the sophistication of the vehicle and the feeling of what comes next. This emotion was fully brought to life through a collaboration with Grammy-winning producer Andres Levin, who arranged a track by Sofi Tukker that gave the piece a distinctive sound that feels modern, premium, and culturally connected, with Sofi singing in Spanish for the first time ever just for the campaign.
The campaign exceeded automotive benchmarks with an ACE Score of 707 (vs. 698 category average), resonating strongly with Hispanic audiences and women. 14% of viewers cited the message as a standout element (vs. 9% norm), reinforcing its emotional impact and cultural relevance. Additionally, the campaign scored in the 96th percentile in cultural relevance as tested by CIIM (Cultural Insights Impact Measure) against automotive norms, rendering it one of the “best in culture” campaigns among Hispanic auto intenders. The work was widely described as authentic and inspirational, successfully positioning the Palisade as a symbol of human progress beyond product features. The campaign delivered impressive reach in its opening months and helped support the vehicle launch, resulting in a 20%+ YOY sales increase for Palisade and 42%+ YOY sales increase for Hybrids – a new all-time monthly record for Hyundai hybrid vehicle sales.
