Shireen El Kara Hyundai MEA Marketing Manager Reflects Saudi Progress Through Its People in ‘Driven by [YOU]’ Campaign
Q1. What was the inspiration behind Hyundai’s new campaign, ‘Driven by [YOU]’?
The inspiration came from observing the extraordinary transformation Saudi Arabia is going through, socially, economically, and culturally. There’s a powerful sense of optimism in the air, especially among young Saudis who are driving that change. As a brand, Hyundai wanted to recognize and celebrate this human energy.
‘Driven by [YOU]’ is more than a campaign; it’s our statement of intent. It’s about acknowledging that the progress we talk about in technology, mobility, or innovation doesn’t happen in isolation, it starts with people. Every milestone Hyundai achieves in the region is built on the passion, ambition, and creativity of its customers and communities.
Q2. The teaser with the blue-bracketed mirrors created a lot of curiosity across Saudi cities. What was the thinking behind that creative choice?
We wanted to create something unexpected, something that would make people stop for a second and see themselves differently. Mirrors are simple, yet incredibly symbolic. They invite reflection literally and emotionally. By placing large, blue-bracketed mirrors in high-traffic and surprising locations like malls, cultural landmarks, coastal areas, we were sending a message without saying a word: You are the center of progress.
The decision to keep the mirrors unbranded was intentional. We didn’t want to push a logo; we wanted to spark a dialogue. When people started sharing photos and videos online, calling it the “mirror movement,” we knew the message had landed. It proved that a campaign can resonate deeply when it’s driven by meaning rather than marketing.
Q3. How does ‘Driven by [YOU]’ connect with Hyundai’s wider brand direction and the Saudi market specifically?
Globally, Hyundai’s purpose is captured in ‘Progress for Humanity.’ In Saudi Arabia, ‘Driven by [YOU]’ localizes that vision. It translates it into something that feels personal and authentic. The campaign positions Hyundai as a partner in progress, not just a car manufacturer.
In recent years, Hyundai has been on a journey to evolve from a dependable, value-driven brand into one that is aspirational, emotionally engaging, and innovative. Saudi Arabia’s young population is perfectly aligned with that evolution. They’re early adopters, they value design and technology, but most importantly they value purpose. This campaign speaks directly to them.
Q4. What does this campaign say about Hyundai’s approach to creativity and brand building in the region?
It reflects a new mindset, one that prioritizes cultural connection over conventional advertising. We wanted to go beyond showing cars and talk about what moves people. The creative approach was rooted in simplicity and symbolism rather than heavy production. Mirrors are relatable to everyone, yet they carry endless layers of meaning: self-belief, identity, ambition.
For us, creativity is not about shouting louder but connecting deeper. The fact that the teaser phase went viral organically shows that people don’t just want to see campaigns, they want to feel them.
Q5. Looking ahead, how will Hyundai build on the momentum created by this campaign?
‘Driven by [YOU]’ is not a one-off stunt; it’s the foundation of our long-term brand platform in Saudi Arabia and across the region. You’ll see it carried through future product storytelling, digital experiences, community programs, and partnerships.
We see this as a movement that continues to grow, one where people remain at the heart of Hyundai’s narrative. Our goal is to keep reflecting on their ambition, resilience, and pride in everything we do, because true progress doesn’t happen to people, it happens with them.
