The new campaign, called "Win", breaks on Thursday. It replaces the previous "Driving is believing" campaign, which ran for four years through Bates.
The campaign kicks off with a 60-second TV spot and focuses on people who are successful, presenting Hyundai as the car that is driven by people who are winners.
Stan Richards, founder and creative director for The Richards Group, said: "The 'Win' direction came straight from Hyundai's owners. We wanted to showcase the connection between Hyundai consumers and the brand by showing owners as winners in life's everyday situations."
The ads show a montage of simple winning moments in the lives of Hyundai owners. A voiceover describes a number of human qualities that make those winning moments possible, such as "when you have a different definition of wealth"; "when you can be counted on"; "when you ignore trends, but embrace change"; and "when you do more than you have to and get more than you ever expected".
The TV ads will be supported by press ads in national publications as well as local ads on regional TV, radio and print and dealer showroom point-of-sale materials.
Bates USA West lost the $160m (拢112m) account in April following a four-way pitch against Publicis, Seattle; Publicis & Hal Riney, San Francsico; and FCB, Irvine California.
The loss of the account sparked a collapse in Cordiant's share price, which led to the resignation of CEO Michael Bungey soon after Bates USA lost the $300m Wendy's fast food chain account.
The Richards Group, based in Dallas, Texas, is the largest independent branding agency in the US with annual billings of $600m. Its clients include Nokia, Fruit of the Loom and Travelocity.
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