The Challenge

Develop a campaign that would target Hispanics within general market media, engaging this audience in a way that felt truly relevant without alienating non-Hispanic viewers.

The Solution

At the time, Hyundai had low brand familiarity, but research showed people were curious—especially about the good-looking Sonata and its irresistible price. We positioned Sonata drivers as smart buyers and built a story around that idea. To connect with bicultural Hispanics, we made a Hispanic character the true hero of the spot—flipping the typical dynamic where Hispanic talent plays a secondary or background role. The scene unfolded with humor and bilingual dialogue, including just enough Spanish for cultural authenticity while keeping it easy to follow. The result: this execution became the second-best performing spot in the entire campaign, among both Hispanic and non-Hispanic audiences.