Multicultural Advertising That Moves Markets
To connect with culture, brands must do more than translate — they must participate.
Why Multicultural Strategy Needs a Reality Check
Brands often speak at communities. The smart ones speak with them.
Multicultural marketing isn’t just about adding subtitles or changing the music bed — it’s about relevance. Cultural context. Real participation. And most brands are still playing catch-up.
That’s what inspired me to pitch a bold new partnership between Hyundai and La Casa de Alofoke — the Dominican Republic’s breakout YouTube reality show with more weekly views than MrBeast. Yes, you read that right .
La Casa de Alofoke is live-streamed 24/7, with 10 contestants, massive viewer interaction, and 46M weekly views. It’s not a trend — it’s a media ecosystem with a heartbeat. And it’s wildly influential in both Latin America and U.S. Hispanic cities like Miami, New York, and Houston
Why This Matters for Hyundai — and Every Brand Trying to Be Culturally Relevant
This isn’t about product placement. It’s about brand placement in people’s lives.
We designed a tailored activation package around Hyundai Palisade and Ioniq — one that bakes the brand into the DNA of the show:
🚗 “Official Car of the House” – vehicle placement + challenges
🎁 Giveaways – Ioniq 5 for the audience, Palisade for the winner
📱 Digital tie-ins – influencer amplification, co-branded recap clips, sweepstakes with QR tracking
🇺🇸 Geo-targeted U.S. messaging – micro-campaigns in top Hispanic DMAs
🌍 Cross-cultural challenges – food, slang, music battles between Dominican, Cuban, Puerto Rican, Mexican, and Venezuelan cultures
This is Hyundai showing up where the audience already is. Not interrupting — participating.
being the Bridge Between These Worlds
Working in Creative direction, UX insight, and multi-language cultural fluency — all in one.
I’ve spent over 20 years leading creative, UX, and brand strategy for automotive, entertainment, and telecom brands. As a bilingual, bicultural creative, I don’t just understand these communities — I come from them.
This isn’t about checking a diversity box. It’s about bringing strategy, craft, and cultural respect into the same room. That’s the only way you get campaigns that move people and product.
