For Puerto Ricans, the coquí is much more than a frog. Its distinctive call is one of the island’s most recognizable cultural symbols, deeply connected to local identity and pride.
When a tourist posted on Reddit asking how to “silence” the coquí because its song was annoying, the reaction across Puerto Rico revealed a powerful truth: what some visitors perceive as noise is, for locals, the sound of home.
Hyundai Puerto Rico transformed this cultural moment into an opportunity to celebrate and protect one of the island’s most beloved icons. Through “Coquí Alarmed”, the brand replaced the standard lock and unlock beep on Hyundai rental vehicles with the authentic call of the coquí. By integrating the sound into a daily interaction, Hyundai turned every rental car into a cultural ambassador that welcomed visitors with the true voice of Puerto Rico.
Developed by BBDO Puerto Rico, the initiative was rolled out across major rental companies including AVIS, Enterprise, and Charlie Car Rental. Instead of hearing a generic electronic alarm, visitors were greeted by the coquí’s natural call whenever they locked or unlocked their vehicles. Beyond creating a memorable brand experience, the campaign also highlighted the environmental importance of the species. The coquí’s call plays a critical role in reproduction, helping males and females locate one another, making the initiative both a cultural statement and a conservation awareness effort.
“Coquí Alarmed” successfully transformed a simple product feature into a powerful expression of national pride. The campaign reframed an online complaint into a celebration of Puerto Rican culture, creating a unique experience for thousands of visitors while raising awareness of the ecological importance of the coquí. By turning a routine car interaction into a meaningful cultural encounter, Hyundai demonstrated how brands can use technology and creativity to strengthen local identity and foster deeper connections between visitors and the places they explore.
AWARDS
Cannes Lions 2026
CREDITS
Client: Hyundai Puerto Rico.
President, Hyundai Puerto Rico: Pablo Martínez.
Assistant VP, Hyundai Puerto Rico: Guillermo Rodríguez.
Marketing & Advertising Senior Specialist: Gabriela Lugo.
Retail Marketing Coordinator: Alisa Carrillo.
Creative Agency: BBDO Puerto Rico.
Chief Creative Officer: Nánel Rodríguez.
VP of Accounts: Glory Rosado.
Head of Growth & Transformation: Paola Palomares.
Associate Creative Director: José Morales.
Head of Art: Mario Virgüez.
Art Directors: Mayron Medina, Adriana Santiago, and Andrés Cáceres.
Account Directors: Danishka Figueroa and Luariz Alejandro.
Account Executive: María Martínez.
Agency Producer: Juan Colón.
Traffic Director: Sandra Colón.
VP Media Director: Diana Rivera.
Editor: Christopher Díaz.
Videographer: David Zayas.
Partners: AVIS, Enterprise, Charlie Car Rental.
