‘Leading by Example’ creative from tinygiant showcases the convenience of electric cars
Hyundai Motor America and its African American marketing agency of record, Culture Brands, have launched a new campaign for the award-winning, all-electric 2022 Hyundai IONIQ 5. Produced by woman-owned and certified production company tinygiant, ‘Leading by Example’ showcases the convenience of an electrified lifestyle.
‘Leading By Example’ tells the story of Uncle Miles as he picks up his nephew Blake from school for a guys’ night. The IONIQ 5 is the hero of the journey, impressing all of Blake’s friends at school. Showcasing the IONIQ 5’s ultra-fast charging capabilities and innovative vehicle-to-load (V2L) charging technology, the two are off to pick up snacks while the vehicle charges from 10-80% in 18 minutes, before culminating in the vehicle powering an outdoor video game night.
The IONIQ 5 campaign was developed by Culture Brands under the leadership of Eunique Jones Gibson, founder, and chief creative officer of Culture Brands. The character of Blake is played by Marvin Winans III, grandson of Pastor and gospel legend Marvin Winans. The spot was filmed in Los Angeles, allowing the sleek car to stand out against a variety of backgrounds that feel like ‘Anywhere, America’
For the spot, Culture Brands enlisted tinygiant director Jenn Shaw. The spot marks her first automotive commercial project. “It’s rare to get to film a car commercial that hits all the high notes. We were able to create a beautiful story of social responsibility, sustainability, and family, all while in a car that also visually impresses at every turn,” says Jenn.
“We are continuing to push for representation and dynamics that showcase African American lifestyle and relationships not prominently shown in the media,” said Eunique. “The IONIQ 5 is an award-winning vehicle with sustainability and eco-friendly innovations. Through Uncle Miles and Blake, we’re reminded that there is hope for the future when we lead by example.”
The IONIQ 5 campaign, which includes video, radio, digital and influencers executions, will use a variety of media platforms to amplify the messaging and vehicle features such as driving range, comfort, spacious interior, styling and technology. There are 15-, 30- and 60-second versions of the spot available for broadcast and digital channels.
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