Hyundai is embracing young drivers for its new campaign.
Hyundai’s campaign, called “This Is How You Dare” is focused on Millenials and Gen Z, embracing “youth culture” to promote the Hyundai Elantra. The promotional videos include gender-nonconforming actors as the brand highlights the idea that its cars are for everyone. Support from the LGBTQ community is crucial for brands as it has the fourth largest global spending power in the world and serves as a key factor in growing a Gen Z audience. As well, millennials are the largest car-buying demographic in the country, so it makes sense auto brands are evolving advertising to meet their preferences.
Auto brands have been shifting from traditional digital and TV ads to a higher focus on mobile according to a Gartner report on the topic. However, Hyundai is embracing all forms of marketing for its multichannel campaign which will run on social, digital, retail, print and out-of-home advertising. The auto brand released two cross channel efforts: one 90-second and one 60-second TV ad. The ads were designed to target performance-minded consumers with an authenticity-focused message.