Hyundai launches 'My Love, My Son-in-Law' to spur campaign for Tucson in US

Hyundai launched its latest campaign for the Tucson sport utility vehicle (SUV) in the United States (US).

Made by Hyundai Motor America and Ten Advertising — an independent, Asian and female-owned and operated full-service agency — the Tucson spot highlights the emotional journey of a prospective son-in-law gaining trust and being accepted by his father-in-law and his fiancé’s family through all the memorable moments they've built together over a long period of time.

Titled My Love, My Son-in-Law, the spot shows that through journeying with his trustworthy partner, the Hyundai Tucson, the prospective son-in-law was able to bridge generational and cultural differences and achieve familial harmony.

“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 by his fiancé’s family, especially the father, chronicled by the memorable moments they created with their Hyundai Tucson. 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 significant,” said Hyundai Motor America Chief Marketing Officer Angela Zepeda.

Per Hyundai, the 30-second video illustrates one of the most important moments in Asian culture, winning the approval of your loved one’s family, and having a successful marriage.

The Hyundai Tucson takes the crucial role of supporting the prospective son-in-law, and his long journey from meeting his life partner’s parents for the first time to win their approval by highlighting the vehicle’s human-centric technology.

“As Hyundai’s Asian-American agency of record, we are proud to represent a brand that is deeply committed to building an authentic relationship with this diverse consumer in multiple languages. With a story of a prospective son-in-law’s journey to form a new family, this creative emphasizes the importance of familial bonds and harmony, as well as creating long-lasting legacies,” commented Ten Advertising Founder and President Karen Park.

Hyundai launched the  My Love, My Son-in-Law late last month. 

It follows Hyundai’s latest campaign starring Kevin Bacon and his daughter Sosie Bacon for the Ioniq 6.

Photos from Hyundai 

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