Automaker Hyundai is taking inspiration from a different industry’s product release strategy with a campaign referencing sneaker drops, part of its efforts to promote the Santa Fe SUV, according to a press release.
Developed with Hyundai’s dedicated African American agency Culture Brands, “The Drop” shows a sneakerhead who misses out on a hyped release only to impress his friends by pulling up in a 2024 Santa Fe. Vince Staples’ “Big Fish” soundtracks the spot, which is running in 15- and 30-second versions.

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