Hyundai: Four new US TV spots highlight how brand’s new eight-passenger flagship SUV make driving better, no matter how you family

In the US marketing campaign for the brand-new Palisade SUV, Hyundai is tapping into the notion that family is more than just the people with whom you share the same DNA.

The integrated campaign communicates how family can be a range of people: those you run a marathon with, go surfing with, go to the spa with, or enjoy the beach with. No matter how you family, the Palisade offers the size, style, sophistication and capability to make the time you do spend together better.

Starting today, the brand will air four new TV spots across the US that highlight how not all families are the same, and neither are all SUVs. The ads will debut on September 5 during the first professional football game (NFL) of the 2019 season.

The spots demonstrate the Palisade’s capability (HTRAC AWD), advanced safety features (Blind View Monitor) and convenient features (3rd-row power folding seats) – offering a better choice for a family-friendly SUV.

“As the newest and flagship member in our family of high-quality vehicles, the Palisade brings the right amount of size and sophistication for all families,” said Dean Evans, CMO, Hyundai Motor America.

“We understand that families are looking for more than just a practical and capable SUV. The Palisade’s advanced technology, entertainment, preventative safety features, and seating for up to eight passengers provide families with a better experience whilst on the road.”

Barney Goldberg, Executive Creative Director, INNOCEAN USA, added: “When developing this new campaign, we considered how individuals are actually part of many families. We were fortunate to work with Academy winner, Wally Pfister, who brought our scripts to life beautifully, and Jason Bateman’s voiceover really captured the warmth we were hoping to convey.”

These spots will air on US TV throughout the autumn on hit programmes such as This is Us, So You Think You Can Dance, America’s Got Talent, House Hunters, Fear of the Walking Dead and will be supported across Hyundai’s social media channels.

Other spots are Family Tree, Where You Go, and Tide Pools.

The Palisade campaign will also include a series of digital videos targeted at in-market SUV shoppers. The content will run on Facebook and automotive shopping sites and will showcase the numerous features that give Palisade its competitive advantage. Additionally, there will be brand and Facebook pre-roll videos to support the campaign.

The 2020 Palisade marketing programme was produced by Hyundai’s agency of record, INNOCEAN USA.

Hyundai was a two-time national winner of the World Branding Awards in the automotive category.

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