Hyundai leans into culture-forward storytelling with “Elevating What’s Next,” a new bilingual campaign launching the 2026 Palisade Hybrid and targeting modern Latino families.
Created in collaboration with Lopez Negrete Communications, the work debuts today across linear and digital platforms, framing Hyundai’s most advanced midsize SUV as a catalyst for progress—supporting ambition at home, at work, and on the road.
Instead of treating the vehicle as a product demo, the campaign centers on a simple human truth: the drive to do more and be more without losing sight of your values. Spots move fluidly between Spanish and English, reflecting the lived reality of multigenerational households, and weave the Palisade Hybrid’s tech and safety into milestone moments—commutes, celebrations, late-night pick-ups—where comfort, confidence, and connection matter most. Watch below:
Hyundai’s marketing chief Sean Gilpin says the goal is to deepen the brand’s relationship with Hispanic consumers through “authentic cultural storytelling” that recognizes both achievement and identity. Lopez Negrete founder/CEO Alex López Negrete adds that the creative celebrates growth across generations—placing a Latino family at the heart of the narrative with the Palisade Hybrid as their steady co-star.
The craft choices underscore that intent. The work is directed by renowned Hispanic filmmaker Wes Walker and set to a first-ever Spanish-language performance from Sofi Tukker, whose bilingual score—produced by Grammy winner Andrés Levin—gives the campaign an instantly recognizable sonic signature. The result is a polished, premium look and feel that still reads intimate and lived-in.
Under the hood (and inside the cabin), the Palisade Hybrid is positioned as Hyundai’s most capable family SUV yet—pairing hybrid efficiency with state-of-the-art safety and a spacious, comfort-first interior. The message: practicality and aspiration can live in the same driveway.
“Elevating What’s Next” launched on September 24 and will be expanded across broadcast, streaming, social, and retail channels throughout the fall, featuring Spanish and English creative tailored to local markets. For Hyundai, it’s a statement launch; one that turns brand promise into everyday proof for a fast-growing audience.
CREDITS:
BRAND: Hyundai Motor America
- CMO: Sean Gilpin
- Executive Creative Director: Ecole Weinstein
- Heads of Marketing: Georgie Jeffreys, Liza Keller
- Marketing: Jalahn White (Manager), Kaitlyn Mendoza
- Communications: Becky Katz Davis (Director), Claire Schatz (Manager)
AGENCY: Lopez Negrete Communications (Hispanic AOR) in collaboration with Special Group USA
- Chief Creative Officers: Matthew Woodhams-Roberts, Dave Horton
- Chief Executive Officer: Kelsey Hodgkin
- Creative Directors: Alice Blastorah, Josh Hacohen
- Head of Social: Rohit Thawani
- Creatives: Jeff Beberman, Reece Hoverkamp, Robert Cuff
- Designer: Justin Flood
- Executive Producer: Antonio Burnett
- Producer: Luke Franek
- Managing Director: Lily Waters
- Account Directors: Bella Timar, Sarah Newton
- Head of Strategy: Helene Dick
- Strategist: Jen Rose
- Business Affairs Director: Maryam Ohebsion
- Project Manager: Kirsten Allred
PRODUCTION COMPANY: O Positive
- Director: Wes Walker
- Executive Producers: Ralph Laucella, Ken Licata Jr., Marc Grill
- Line Producer: Megan Miller
- Director of Photography: Jeff Cronenweth
- Production Designer: Jason Edmonds
POST/FINISHING: Ethos Studio
- Colourist: Kaitlyn Battistelli
- Executive Producer: Eliana Carranza-Pitcher
- Producer: Nat Tereshchenko
- Assistants: Annie Cater, Alexandra Makarenko
VFX: Pariah
- VFX Supervisor: Matt Sousa
- Flame Artists: Steve Wolff, Drew Downes, Ruben Llusia
- Tracking: Mitchell Jaeger, Elizabeth Hammer
- Matte Painting: Reid Southen
- Producer: Andrew Rosenberger
- Head of Production: Persis Reynolds
- Executive Producer: Michael Steinmann
- Managing Director: Mark Tobin
EDIT: Exile
- Editors: Matt Murphy, Danielle Sclafani, Zaldy Lopez
- Edit Assistants: Brian Raess, Evan Bluestein, Chris Messier
- Managing Director: CL Kumpata
- Executive Producers: Jennifer Locke, Adam Parker
- Producer: Brian Schimpf
MUSIC/SOUND: Eleven Sound
- Sound Designer: Jordan Meltzer
- Sound Producer: Sean Kiely
- Executive Producers: Whitney Morris, Paula Arnett
Original bilingual score: Sofi Tukker (first performance in Spanish), produced by Andrés Levin
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