Hyundai's new global campaign for its 2019 Santa Fe SUV is about families of many sorts. In one spot, a bride gets a ride to her wedding, where she's marrying a woman. Another ad is about a multiracial family on a camping trip (with the mom participating from afar via tablet). In yet another spot, a man wakes up in the middle of the night to take his howling bundle of joy out for a soothing nighttime drive--and the precious bundle is a dog, not a baby. The tagline is "for every kind of family."
The ads, by Jung von Matt, target global markets via digital, TV, and print. The videos interlock and refer to each other; some characters appear in several spots, including a kindly white-haired gentleman who runs a hot dog stand. One fun spot in which the gent appears is about a dad chauffeuring kids wearing elaborate alien costumes to a school event. It's called "Dad in Black," an apparent reference to the Will Smith movie.
Though the tone of the ads is mostly lighthearted, the South Korean automaker is also making a concerted stab at a statement about diversity. In a statement, Hyundai says the "goal is not to create a buzz leveraging equal rights but to establish Hyundai as a brand that serves and acknowledges the makeup of many types of families."