Merman's Dime Davis Directs Hyundai 2026 Kona Campaign Featuring Regina Hall
Hyundai Motor America, in collaboration with its African American marketing agency of record, Culture Brands, launched “Look At You Now,” a new marketing campaign for the 2026 Hyundai Kona, starring award-winning actress and producer Regina Hall. Directed by Emmy-nominated filmmaker Dime Davis and produced by Merman, the campaign is the latest expression of Hyundai’s award-winning “OKAY Hyundai” platform, created to deepen the brand’s connection with Black consumers through culturally relevant storytelling that celebrates progress, confidence and everyday achievement.
“Look At You Now” celebrates a generation moving with intention, from first apartments and new relationships to new careers and new responsibilities. With warmth, humor and unmistakable pride, Hall observes young drivers as they step into moments that reflect independence, growth and self-assurance, with the 2026 Kona as a smart, stylish companion for the lives they are building. The campaign reflects Hyundai’s strategy to grow brand relevance among younger, multicultural consumers entering key life stages.
“‘Look At You Now’ is about recognizing the meaningful milestones that don’t always come with a big announcement, but still deserve to be celebrated,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “For many younger consumers, a vehicle represents more than transportation, it represents progress, independence and a smart investment in their future. With the 2026 Kona, Hyundai is showing up with the design, technology, safety and value that support them as they move into what’s next.”
At the heart of the campaign is the insight that Gen Z consumers are entering a season of transition, balancing ambition, independence, financial mindfulness and the desire to express who they are. The 2026 Kona is positioned as an upgrade that feels attainable, intentional and emotionally reassuring, offering advanced safety features, modern design, seamless connectivity and Hyundai’s long-term value proposition.
The campaign’s hero spot “Look at You Now” follows Regina Hall as she notices Kona drivers confidently navigating defining moments of adulthood. In one scene, a young woman arrives at her first apartment with home goods in tow. In another, a young couple drives through the city with Victoria Monet’s “On My Mama” flowing through Apple CarPlay. In a third, a first-year teacher arrives at school, supported by Kona’s Blind-Spot View Monitor along the route and then she pulls into her own designated parking space. Hall’s approving refrain - “Look at you now. Doing your thing.” - becomes a celebration of progress made visible.“This campaign reflects Hyundai’s continued commitment to creating work that is culturally grounded, audience-first and built around real consumer experiences,” said Erik Thomas, director, experiential and multicultural marketing, Hyundai Motor America. “With Regina Hall at the center, ‘Look At You Now’ brings humor, recognition and relatability to the moments when young Black drivers are defining success on their own terms.”
“Regina Hall brings the perfect balance of humor, heart and cultural familiarity to this campaign,” said Eunique Jones Gibson, founder and CEO, Culture Brands. “She feels like the big sister, auntie or friend who sees you stepping into your next chapter before you even stop to acknowledge it yourself. Through her eyes, the Kona becomes more than a vehicle, it becomes a marker of growth, independence and arrival.”The campaign highlights key 2026 Hyundai Kona features that align with the needs of younger, culturally connected drivers, including available Blind-Spot View Monitor, Remote Smart Parking Assist, dual 12.3-inch panoramic displays, ventilated seats, distinctive exterior lighting and Hyundai’s 10-year/100,000-mile Powertrain Limited Warranty.
“Look At You Now” will roll out across broadcast, digital, social and YouTube, with custom extensions designed to bring Hall’s comedic timing and the Kona’s surprise-and-delight features to life. The campaign also includes a 15-second spot highlighting Remote Smart Parking Assist, as Hall watches the Kona maneuver out of a tight parking space with no one inside, along with social-first executions spotlighting Kona features such as ventilated seats and turbocharged performance.
CREDITS
Hyundai Motor America @hyundaiusa
CEO: Randy Parker
CMO: Sean Gilpin
Dir. Experiential & Multicultural Mktg: Erik Thomas
Sr Mgr. Multicultural Mktg: Daniel Maynez
Asst Mgr. Multicultural Mktg: Nicole Gutierrez
Mktg Analyst, Experiential Mktg: Owen Altobello
Analyst, Experiential & Multicultural Mktg: Caleb Suhr
Sr. Product Information Mgr: Lawrence Chow
Culture Brands @culturebrands
CEO/CCO/CW: Eunique Jones Gibson @euniquejg
Exec Creative Producer: Jessica Toscano
Creative Dir: Christopher McLaughlin @cam709
Managing Dir: Luis Gonzalez Jr. @taooflu
Account Dir: Breyanna Tripp @bree.tripp
Agency Producer: Michael Rodriguez Dueñas @michaelrduenas
Dir Of Strategy: Britt Wright @brittwright_
Dir Of Research & Insights: Mickey Hill @lamixstuh
Merman Branded @mermanbranded
Director: Dime Davis @dimedavis
Global Mg Partner: Kira Carstensen @kiracarstensen
Global Mg Partner: Ellen Clarke @jacobsonclarke
Creative Exec: Jack Taylor Cox @jacktaylorcox
Line Producer: Mandy Siu @mannyismyname
DP: Tobia Sempi @tobiasempi
1st AD: Miles Johnstone
Prod Designer: Freyja Bardell @freyjabardell
Costume Design: Michelle Page Collins @m_collins
Key Hair: Patrikk Johnson @king_patrikk
Key MU: Chelsea Orduno @chelseaorduno
Photography: Juan Veloz @jveloz
Casting: AHC Casting @alysonhorncasting
Location Scout/Manager: Carrie LA
Celebrity Coordinator: Robert Balcazar
🐶: Ben the Dog
Union Editorial @unioneditorial
Editor: Vinnie Hobbs @vinniehobbs
AE: Julia Armine @juliaarmine
Producer: Haydee Robles @haydeenrobles
Colorist: Arianna Shining Star @ariannashiningstar
HOP: Lillian Ghodoushim @lghodoushim
Managing Partner/President: Michael Raimondi @campy101
Hunter VFX/Mix/Finishing
EP: Logan Aries
Mixer: Miloš Zivkovic @miloshima
