By on April 15, 2021

LGBTQ

Hyundai’s support for the LGBTQ community continues. Announced today, it includes a new commercial, and sponsorships of the 32nd Annual GLAAD Media Awards and 2021 Outfest Fusion QTBIPOC Film Festival.

LGBTQ

“At Hyundai, we place a high value on inclusion and diversity and are proud to partner with organizations that fight for LGBTQ rights every day,” said Angela Zepeda, CMO, Hyundai Motor America. “It is important for us to support this community from both a consumer and employee perspective. Hyundai has achieved a 100 percent score in the Human Rights Campaign Foundation’s Corporate Equality Index for five consecutive years.”

LGBTQ

Lauren Neal, 2020 Hyundai Emerging Director award winner, and Canyon Road Films, an LGBTQ-owned production company, worked with Hyundai to develop the commercial Chosen Family, a :60 spot. The commercial demonstrates how families can be who they choose, and it honors the LGBTQ community. The commercial will play at Outfest, the GLAAD Media Awards, and NewFest on-site, and at virtual-streaming events.

LGBTQ

The 32nd Annual GLAAD Media Awards, which took place on April 8th, celebrated the media’s portrayal of LGBTQs in a way that’s fair, accurate, and inclusive. The Awards can be screened on YouTube and Hulu, thanks to Hyundai.  Hyundai’s partnership included digital branding, and inclusion of the new Tucson in CHIKA’s musical performance. GLAAD Media Award winner for outstanding breakthrough music artist, CHICKA performed “FWB” and “Save You”.

 

LGBTQHyundai is also the official automotive sponsor of the 2021 Outfest Fusion QTBIPOC Film Festival. The virtual and drive-in festival brings Los Angeles’ diverse populations together. The festival takes place from April 16-20, 2021 online and at Exposition Park in Los Angeles. The festival is a safe place and platform where LGBTQ artists of color can express themselves, professionally and personally. Hyundai’s partnership includes digital branding and a socially-distanced on-site experience. Additionally, Hyundai will present its 2021 Hyundai Emerging Director Award to another deserving filmmaker. The winner gets to direct Hyundai’s 2022 LGBTQ spot with an experienced production team and Hyundai funding.

[Images: Hyundai]

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52 Comments on “2021 Hyundai LGBTQ Partnership Announced...”


  • avatar
    SCE to AUX

    I’m sure this is popular at their plant in Alabama.

    It’s hard to keep track of all the buzzwords in this piece.

    Really, I wish companies would just sponsor their shareholders instead of sports teams and social causes. From time to time, my employer asks us to consider petitioning lawmakers for business-related legislation (with a political angle, naturally), and those messages go straight to my trash bin.

    • 0 avatar
      FreedMike

      “I’m sure this is popular at their plant in Alabama.”

      You might be surprised. Statistically speaking, a certain percentage of any population is going to fall into the LGBTQ category, and I don’t think that varies based on the place they live in. Heck, Salt Lake City is home to the Mormon church, which has consistently opposed things like legalized gay marriage, and it also has one of the strongest LGBTQ communities in the country.

      • 0 avatar
        boowiebear

        Only 3.5% of the population is LGBTQ so not sure how the math works. They are trying to pander to the supporters. Though just as many will likely be turned off by it. I wish companies would just stick to marketing their products and not political issues.

        • 0 avatar
          FreedMike

          3.5% of the U.S. population equals 11.55 million. If 10% are in the market for a car at any given time, that’s 1.155 million potential buyers. For the record there are about 15 million hunters in the U.S., and automakers certainly target them in their marketing. I don’t see the issue.

    • 0 avatar
      SPPPP

      Drag racing is popular in Alabama … right?

    • 0 avatar
      slavuta

      Quote:

      “Lesbian, gay, bisexual, and transgender (LGBT) people in South Korea face legal challenges and discrimination not experienced by non-LGBT individuals. While male and female same-sex sexual activity is legal in South Korea, marriage or other forms of legal partnership are not available to same-sex partners.”

      Typical capitalists: anything goes where it goes.

      Do these people understand that promoting any one group is discrimination? This is not like they are special LGBT service that takes care of special needs, etc. This is damn retailer! Push this a little more and one day it will become your main group.

      You know what, I gonna send a donation to N.Korean chairman.

  • avatar
    Lie2me

    Does Subaru know about this?

  • avatar
    Sobro

    “At Hyundai, we place a high value on inclusion and diversity and are proud to partner with organizations that fight for LGBTQ rights every day”

    Very brave of Hyundai to support LGBTQetc worldwide.

    https://www.statista.com/statistics/684070/hyundai-motors-unit-sales-overseas-by-region/

    Right?

    • 0 avatar
      Lie2me

      I highly doubt that Hyundai is pushing the LGBTQ connection in the Middle East

      • 0 avatar
        Sobro

        Or China, Turkey, the rest of Asia, Africa, and South America.

        • 0 avatar
          FreedMike

          So Hyundai should go all in on gay rights in China, where corporate executives who run afoul of Beijing disappear, or end up taking their last ride in a mobile execution van?

          Seems to me this is less about Hyundai and more about the lack of human rights protections in the places you mention.

          • 0 avatar
            ajla

            “where corporate executives who run afoul of Beijing disappear, or end up taking their last ride in a mobile execution van?”

            They probably shouldn’t be doing business in places where the government would literally murder you for speaking out of line.

          • 0 avatar
            FreedMike

            @ajla:

            Valid point, but there are two flip sides:

            1) If companies shouldn’t be doing business with places where objectionable political practices exist, there are plenty of companies that would be pulling out of the U.S. Obviously China’s a far worse human rights offender, but if we’re judging foreign countries on their human rights, we better be prepared to walk the walk, and when stuff like “let’s criminalize giving water to people who are in line to vote” is happening here, it’s clear we have a long way to go.

            2) I think that “first world” companies doing business in the developing world is part an industrialization process that can have a democratizing effect, much as the industrial revolution did in the U.S. and Europe. I think there’s a definite correlation between industrialization and more widespread affluence, and tends to move a country away from outright dictatorship. China’s a good example – as bad as it is, you don’t see millions of people dying in atrocities like the Cultural Revolution or the Great Leap Forward, or the Tiananmen Square massacre, anymore. And I think a large part of that is has to be that China realized that it needed foreign investment and involvement to grow, and that those foreigners can’t worry that their investment will be vaporized by a mob of cadres brandishing red books, invading their facilities and carting their people off to re-education camps. If that’s the kind of stuff that’s going on, companies will pull out, just like they did in Venezuela. That’s a long winded way of saying that if Hyundai is enlightened enough to stand for rights, having them do business in places where those rights don’t exist may not be such a bad thing.

          • 0 avatar
            ajla

            I strongly disagree with your point #1. By your own admission the moral equivalency isn’t there so why even bring it up? Perfection isn’t a requirement to speak out against government-ordered “mobile execution vans”.
            I’ll also point out that many companies *have* openly criticized Georgia’s election law but when China comes up these same executives hem-and-haw and deflect. So they are either too cowed to make a stand or they don’t really care in the first place.

            On your point #2, I’m not convinced it is as improved as you’re arguing considering the disappearing and the re-education camps are still happening. This also isn’t a cultural issue, it is the Chinese government ruling over everything. I don’t think the rest of the world should be satisfied with the hope that “trickle down morality” fixes it.

          • 0 avatar
            tomLU86

            @freedmike

            1. Have your read the entire law yourself? Or are your repeating the tired MSM The “let’s criminalize water”. Georgia’s new and improved voting laws are more…”liberal” than Delaware and many other states. America is definitely not perfect–but a lot of the criticisms are way overblown, meant to goad the gullible into giving more power to government.

            2. China has not ‘eased up’ because of Western investment. On the contrary, the Chinese government/Communist Party (they are the same) WISED UP and realized their retarded system was not a recipe for making them more powerful. So they encouraged Western investment, to acquire the wealth and skills they needed to become players. China is now harnessing those skills and technology to be a more efficient totalitarian state. The social score–Bill Gates and the Republic-DEMOCRAT deep state are probably so jealous. The West in general, and the USA in particular, were driven by short-term greed–the allure of bigger profits for corporate America and outsize CEO compensation. Now that China can leverage the skills the West gave them to improve on them, now that China is more powerful, NOW that they are a potential threat to the techno/elite/deep state, now the US elites have ‘woken up’. Kinda late, boys and girls. But many of elite’s policies, rammed down America’s throat, are dividing and weakening the US internally and will do so externally (yes, let’s harass Russia), leading to a weaker USA and a less powerful US Deep State on the world stage.

            And this stunt by Hyundai is definitely not going to motivate me to go and consider their products. Good thing for them, and me, most every new vehicle today is very competent, and as such, very dull. We don’t have DIVERSITY in the car market–even as the elites preach “Diversity” to us rubes.

        • 0 avatar
          slavuta

          How does it work in Saudi Arabia? Any successes? Or you still become dismembered?

  • avatar
    Dan

    What lovely new clothes they’re wearing!

  • avatar
    Detroit-X

    Ohhh, the corporate desperation. If they sell one more vehicle, this hit to CEO judgement is worth it.

    I’m fine with LGBTQ people. People of all colors. Wheelchaired, pregnant, or wearing ugly pants-suits, or gloves to the elbows raised above one’s head (with nobody watching), or orange feathers, or man-buns, or the popular black/yellow socks of the month (counted 3 with matching shirts). All that.

    But, something is missing. Where are the self-important militia “Patriots” in this pic?? With ammunition belts, of course.

    What I am NOT okay with is impulsive ehhh-hole corporate pandering like this.

    • 0 avatar
      FreedMike

      Here’s the thing, though – companies definitely take sociopolitical leanings into account when designing their marketing, and it’s nothing new. How else do you explain ads like these?

      youtube.com/watch?v=AMpZ0TGjbWE
      youtube.com/watch?v=BqpJvey-7-s
      youtube.com/watch?v=xNzXze5Yza8
      youtube.com/watch?v=MkKAcRFDI80

      All of those ads are clearly aimed at people of a certain political bent. I’m curious how you feel about that.

      • 0 avatar
        ToolGuy

        In 2014 that Cadillac ELR Coupe commercial (third link) inspired me, but perhaps not in the way Cadillac intended. [Hint: I lost interest at about the 14 second mark]

    • 0 avatar
      Lie2me

      Money is green and that’s the only color corporations see. They don’t care whose pocket it comes out of. Gays and Lesbians supposedly have a lot of disposable income why not go after some?

    • 0 avatar
      Lou_BC

      “Where are the self-important militia “Patriots” in this pic?? With ammunition belts, of course.”

      Most of the groups fitting what you describe tend to fit the definition of domestic white supremacist terrorists.

      I don’t know of any “woke” capitalists other than Faux news and some of their opinion hosts providing overt support to those groups. Oh and the NRA…….. Thoughts and prayers……

  • avatar
    Ryoku75

    I don’t support any company that claims to “support” the alphabet crowd, I’ve seen that movement destroy people internally due to the nature of it.

    Either you use the mens or the womens restroom, dunno why thats so problematic for some people.

    • 0 avatar
      Lie2me

      How do you feel about the cancellation being pushed toward the MLB?

      “Josh Hawley, Ted Cruz Want to Make the MLB Pay for Defending Voting Rights”

      https://www.vanityfair.com/news/2021/04/josh-hawley-ted-cruz-want-to-make-the-mlb-pay-for-defending-voting-rights

      • 0 avatar
        FreedMike

        Cruz and Hawley have their heads so far up their a**es that they can smell what they ate for dinner last night.

        • 0 avatar
          Lie2me

          I’m waiting for them to cancel hot dogs and apple pie next. Not the best way to endear yourself with the voting public

          • 0 avatar
            FreedMike

            They cancelled water to folks waiting in line to vote, so anything’s possible, I suppose.

            Maybe if liberals get behind guns in a big way we’ll see those get cancelled too.

          • 0 avatar
            C5 is Alive

            “They cancelled water to folks waiting in line to vote…”

            Ah, the vacuous lies of Leftist rabble, further enabled by the complicit media.

            “They” actually ‘cancelled’ active electioneering adjacent to polling places, as all those kind and caring souls handing out free water bottles are almost always connected to Democratic campaigns.

            Meanwhile, Conservatives assume other like-minded citizens are self-sufficient enough to bring their own water with them… and just maybe, those without the foresight to do so perhaps don’t absolutely need to have their voices added to our national conversation.

          • 0 avatar
            FreedMike

            For the record, if some guy with an elephant lapel pin handed me a bottle of water on a hot day, the only thing I’d say is “thanks.”

            Then again, I’m not a snowflake. Grow up.

          • 0 avatar
            C5 is Alive

            Not the point, FM, and you know it. No political party is allowed to actively campaign near polling places, even to ostensibly “help” those waiting in line.

            Bring your own snacks and water if you need them, or else stay home. It’s basic personal responsibility. That really shouldn’t be such a difficult concept to grasp, even for you.

        • 0 avatar
          Daniel J

          I have no problem with Canceling the “Cancel” culture. There is a significant difference between starting something, and retaliating. I have no problem with throwing a punch, but I’m not going to be the one to throw the first. This is the fallacy that the left doesn’t seem to understand. For example, I’m against fighting in the general sense, but that doesn’t mean I’m not going to fight back.

          I don’t know much about Howley, but I’m ok with Ted Cruz. He actually gets the constitution. I would say, he’s more bark than bite when it comes to dealing with Big Tech.

          And if anyone wants to criticize him for the Election, you better darn well show me receipts of where you criticiszed Jim McGovern, Jamie Raskin, and Pramila Jayapal’s objections to the 2016 election.

      • 0 avatar
        slavuta

        They don’t defend any voting rights. They just jumping on cancel band wagon. Besides, there is nothing to defend. No right was violated. For some reason these idiots only care about one single amendment but not the entire Bill of rights.

        Personally, If they don’s support gun rights, there is no reason to support voting rights.

  • avatar
    FreedMike

    More poorly written stuff.

    “In the commercial, it demonstrates how families can be who you chose…”
    -Meaning someone chose their family in the past, or was the word “choose” simply misspelled? You can take your pick, I suppose.

    “The 32nd Annual GLAAD Media Awards, which took place on April 8th, celebrated the media’s portrayal of LGBTQs in a way that’s fair, accurate, and inclusive.”
    -So, either the awards ceremony itself was fair, accurate and inclusive, or the awards celebrated fair, accurate and inclusive media portrayals of LGBTQ folks. Again, take your pick.

    Come on…regurgitating press releases shouldn’t be difficult.

    • 0 avatar
      Ryoku75

      Its not just TTAC sadly, even with the power of spellcheck I’ve been watching journos get worse and worse about double checking or revising their grammar mistakes.

  • avatar
    jkross22

    Hey Hyundai,

    Know what the LGBTQ community (and the rest of us) would really like?

    A better dealership experience at your dealerships. Your cars are now really good. Your dealerships still suck.

    Let me put this in a way that your marketing dept. will understand. If you want to appeal to the LGBTQ community, fix your dealers so they, the LGBTQ community, feels welcomed and treated nicely while shopping there.

    We all will benefit from Hyundai dealerships getting fixed and no longer being the butt of jokes. You can even create an ad campaign once the work is done!

    • 0 avatar
      Art Vandelay

      Exactly. At the end of the day, I would think that so long as a company wasn’t openly hostile to the LGBTQ community than they would value the same stuff in a car company that everyone else values…A quality product that minimizes my interaction with the dealer and a decent experience when I do need to interact with them.

      Nobody is saying “You know, the last time I was at a Hyundai dealer it was something akin to Clark Griswald’s experience picking up his Family Truckster at Lou Glutz Motors and my Friend has one of those with a Theta motor that spit it’s guts out of the block and caught on fire, but hey, they are inclusive so I’m going to grab me an Accent”.

    • 0 avatar
      slavuta

      If my local dealer will post some kind LGBTQ posters, I will go in, sit down and when they come to me and ask me, I’ll say I am waiting for Liberty, Beer, Guns, Trucks… Questions?

  • avatar
    IH_Fever

    Out of all the possible reasons, this is gonna be the one that makes people flock to Hyundai…right…

  • avatar
    wolfwagen

    I believe Nelson Mandella is credited with the following:

    “Our World is not divided by race, color, gender, or religion. Our world is divided into wise people and fools. And fools divide themselves by race, color, gender or religion”

    Let that sink in and look at those that divide by race, color, gender or religion

    It kind of speaks volumes about the current state of local, state, national and world affairs

  • avatar
    Pig_Iron

    Men are women who can clean up in women’s sports – because communism. :-/

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