- Hyundai and Regina Hall launched "Look At You Now," a new campaign for the 2026 Kona.
- The campaign is part of Hyundai's "OKAY Hyundai" platform, created with Culture Brands, the automaker's African American marketing agency of record.
- Emmy-nominated director Dime Davis helms the spot, with Victoria Monét's "On My Mama" as the soundtrack.
Hyundai has tapped Regina Hall to front “Look At You Now,” its new campaign for the 2026 Kona. Made with Culture Brands and directed by Emmy nominee Dime Davis, the spot follows Hall as she watches young drivers hit big life milestones: new apartments, new jobs, new confidence, set to Victoria Monét’s “On My Mama.”
Hall joins the brand fresh off One Battle After Another’s six-Oscar sweep and Scary Movie 6, reprising Brenda Meeks. Her endorsement résumé already includes Bounty and Jameson.
Hyundai’s ambassador list is stacked, too: Kawhi Leonard, Chris Evans, and Love Island’s Olandria Carthen recently fronted the Palisade.
Hall’s deal also lands amid a bigger 2026 trend of A-listers steering car ads: Morgan Freeman and Chase Infiniti just launched a campaign for Audi, while Daniel Craig leads BYD’s Denza push.
Takeaways
This is Hyundai betting big on cultural specificity over generic car-ad tropes. “OKAY Hyundai” isn’t just a slogan, it’s a years-long relationship-building strategy with Black consumers, and putting an Oscar-circle name like Regina Hall behind it signals the platform is scaling up.
Hall, meanwhile, gets to extend her “relatable auntie energy” brand into commerce right as her One Battle After Another momentum peaks, smart timing for both sides.
And with Freeman, Craig, and now Hall all fronting car campaigns this year, it’s starting to look like automakers see proven box-office names as the new must-have accessory.
Does star power like Hall’s actually move car sales, or mostly move brand perception? Could “Look At You Now” open the door for Hall to land more lifestyle or auto deals down the line?
