Hyundai bridges culture and innovation with new SUV campaign

Hyundai Motor America has unveiled Elevating What’s Next, a bilingual campaign created with Lopez Negrete Communications to introduce the all-new 2026 Palisade Hybrid. The work highlights the SUV as a balance of utility and premium capability while connecting with Hispanic families through cultural storytelling.

The campaign will run across linear and digital platforms in both English and Spanish. It positions the Palisade Hybrid as more than just a vehicle, instead portraying it as a “trusted companion on life’s journey” that supports growth, achievement, and family milestones.

Sean Gilpin, chief marketing officer, Hyundai Motor America: “Our new Palisade Hybrid campaign taps into authentic cultural storytelling and the modern Hispanic experience, deepening Hyundai’s connection with Hispanic consumers. It celebrates their drive to reward themselves, while honoring their rich, multifaceted identities.”

The campaign is rooted in the insight that many American Latinos aspire to “do more, achieve more, and be more, while staying true to their values.” Storylines depict the Palisade as enabling comfort, safety, and confidence for everyday life as well as defining life moments.

Alex López Negrete, chief executive officer and president, Lopez Negrete Communications, said: “American Latino consumers strive for personal and professional growth without compromising their identity or values. We are proud to represent a brand that strives to be an authentic voice for the Latino consumer and one that encourages the authentic reflection of our values, dreams and real-life experiences.”

Directed by Hispanic filmmaker Wes Walker, the work features a bilingual score composed by Grammy-winning producer Andrés Levin and performed by Sofi Tukker, marking the duo’s first recording in Spanish.

The SUV itself is presented as technologically advanced, equipped with the latest safety enhancements and a spacious interior designed for families upgrading their driving experience.

The campaign builds on Hyundai’s broader brand promise of optimism and resilience, reinforcing its positioning as a partner in consumer progress.