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Why did Hyundai decide to launch a major, star-studded integrated ad campaign in May rather than during the 2021 Super Bowl?
The answer is delivered by Hyundai in perhaps its most expensive and sprawling integrated media marketing campaign for the 2022 Tucson: “Questions.” According to Angela Zepeda, CMO, Hyundai Motor America, the brand is questioning traditional assumptions of media consumption and bringing celebrities along for a ride in the redesigned vehicle.
The campaign will stream on video channels and a special TikTok challenge, and also includes original media partnerships with National Geographic on a co-branded
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