Hyundai Motor America, in collaboration with its Asian American marketing agency of record, TEN Advertising, has launched its first original creative campaign tailored specifically for the Asian American market.
The campaign centers around the emotional journey of a prospective son-in-law who earns the trust and acceptance of his father-in-law and his fiancée’s family, emphasizing the memorable moments built together over time.
With the reliable Hyundai Tucson as his companion, the son-in-law navigates generational and cultural differences, finally achieving familial harmony. Titled “My Love, My Son-in-Law,” the campaign debuted at the end of January, spanning television, digital, and social media platforms.
Hyundai Tucson Asian American TV Spot (Korean version)
Hyundai Tucson Asian American TV Spot (Mandarin version)
Hyundai Tucson Asian American TV Spot (Cantonese version)
“Our first Asian American creative campaign places a strong emphasis on family values with an emotional story of a prospective son-in-law’s journey to gain the trust and acceptance of his fiancée’s family, especially the father, chronicled by the memorable moments they created with their Hyundai Tucson,” said Angela Zepeda, CMO, Hyundai Motor America.
“Hyundai is proud to partner with TEN Advertising to connect with Asian American audiences on a more profound level that is authentic, inclusive, and culturally remarkable.”
The “My Love, My Son-in-Law” campaign highlights a special moment in Asian culture—gaining the approval of one’s loved one’s family and having a successful marriage.
The Hyundai Tucson plays a crucial role in supporting the son-in-law through his long journey from meeting his partner’s parents for the first time to winning their approval, showcasing the vehicle’s human-centric technology.
The creative concept and media strategy were developed by TEN Advertising, with South Korean Director YK Kim, an award-winning filmmaker, capturing the story’s awkward and tender moments.
Filmed in Valley Village and Castaic Lake, CA, Kim created a universal vision that resonates not only with Asian Americans but also reaches across cultural boundaries.