Hyundai and Lil Jon Drive Cultural Connection with Palisade Hybrid I See You Campaign

Hyundai and Culture Brands tell a vibrant story of family and style and community with the I See You campaign for the new 2026 Palisade Hybrid, starring Lil Jon and connecting with modern Black SUV shoppers through music and authentic moments of joy.

A Dynamic Fusion of Culture, Community, and Innovation

The “I See You” campaign—part of Hyundai’s celebrated OKAY Hyundai series, unleashes a fresh vision for automotive marketing, centering the Palisade Hybrid in everyday triumphs at homecomings, block parties, outdoor brunches, and more. The spot bursts to life with Grammy winner Lil Jon’s hallmark energy and the direction of acclaimed filmmaker Joshua Kissi, channeling the sounds and images of cultural celebration into every frame. The campaign illustrates how the Palisade Hybrid isn’t just a vehicle—it’s the heart of unforgettable experiences and proud milestones.

Expressing Identity (Music and Storytelling at the Center)

Set to Lil Jon’s iconic crunk-era beats, the commercial moves through a series of vignettes where the Palisade Hybrid becomes a symbol of family, achievement, and style. Lil Jon’s hype takes center stage, cementing the campaign’s invitation to see one’s own vibrant experiences reflected onscreen.
Sean Gilpin, Vice President, Global Sales Marketing for Hyundai Motor Company and Chief Marketing Officer, Hyundai Motor America, said:
“With the new Palisade Hybrid, we’re not just introducing a vehicle—we’re honoring the moments that matter most to our consumers. Partnering with Culture Brands and Lil Jon, we’ve created a campaign that champions authenticity, sophistication and the power of seeing yourself celebrated on screen.”

Eunique Jones Gibson, CEO and Chief Creative Officer, Culture Brands, said:
“OKAY! is more than a catchphrase—it’s a cultural affirmation. This campaign shows how Hyundai’s latest SUV fits seamlessly into the lives of style-conscious, value-driven Black families, with all the features, flair and reliability they deserve.”

The 2026 Hyundai Palisade Hybrid (Designed for Life’s Best Moments)

The all-new Palisade Hybrid arrives with an elegant redesign, over 600 miles of range, advanced safety and connectivity features, and a tech-forward cabin that welcomes families and friends alike. Its new hybrid powertrain offers efficient, smooth driving and the space, versatility, and warranty coverage that define Hyundai’s commitment to American families. With a Red Dot and iF Design Award already secured, the Palisade Hybrid stands out as a flagship family vehicle built for confidence and connection.

Celebrating Representation, Joy, and Connection

Helmed by Joshua Kissi and Culture Brands, the campaign places authentic Black stories at the forefront, showcasing multi-generational pride, achievement, and everyday victories. A robust digital and social push extends the message with behind-the-scenes content, and Lil Jon’s electric personality fuels behind-the-scenes moments across social platforms.

Culture Brands’ mission—to “ensure African Americans are seen, heard, and valued”—shines through the campaign’s visuals and message. From style to reliability, the Palisade Hybrid is depicted as a trusted companion for defining memories and daily drives alike.

With I See You, Hyundai and Culture Brands prove once again that when marketing speaks directly to real families with music, style, authenticity, and innovation, it inspires not just purchases but real cultural pride and joyful recognition.