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In the “Pick a paper” challenge on TikTok, participants film themselves presenting their unsuspecting loved ones with pieces of paper prompting them in a “choose your own adventure” style to select what happens next. Outcomes vary between being treated to a favorite meal and reluctantly agreeing to fold laundry.
Thankfully, in Hyundai Motor America’s “Choose Yours” campaign, there is no wrong choice. The spot features a real-life couple playing the game based on whether they take their Ioniq 5 or Ioniq 6 vehicle for the day.
“Date Day,” shot in two versions for each car, finds a husband presenting his wife with cards to choose whether they spend their day shopping, at an art gallery, having a picnic or a private karaoke session in an empty lot overlooking the cityscape. The twist with the latter two options is that whichever car they choose can power an electric grill for their outdoor feast or the speaker for their musical moment.
While the ads—created by HMA’s multicultural agency, Culture Brands, and directed by multi-Cannes Lions winner, Rohan Blair-Mangat—may leave viewers with some perfectly romantic date ideas, their ultimate goal is to woo African American consumers with the lifestyle benefits of the brand’s electric vehicles.
“One thing that is always important to us when ideating and executing campaigns is connectivity,” Eunique Jones Gibson, founder and CCO of Culture Brands, told Adweek. “Electric vehicles still have to be demystified and normalized for consumers. ‘Choose Yours’ is really about highlighting the Ioniq 5 and Ioniq 6, but in ways that empower the viewer to go electric while showing them that Hyundai is there for their journey.”
For HMA chief marketing officer Angela Zepeda, the campaign further drives home the brand’s commitment to making emotional connections with consumers who may still be unfamiliar with the South Korean-owned automaker and are open to embracing new green tech. In fact, she sees parallels in the ads’ creative and the brand’s overall mission to present consumers with product choices that simultaneously serve their needs and the environment.
“Out of the box thinking is important when considering your next move, whether it’s for choosing the next date night or for choosing to go electric,” Zepeda told Adweek. “With the ‘Choose Yours’ campaign, we were able to showcase the innovation behind the Ioniq 5 and Ioniq 6 vehicles and illustrate how focusing on even the smallest details can make the biggest difference.”
