Hyundai Motor Co. is fronting a new advertising campaign dubbed “Live Brilliant” to create close brand relationships across the globe, the carmaker said Wednesday.

A coordinated series of TV commercials and print advertisements will be published across North America, Europe, Africa, and Asia starting April, portraying Hyundai as a common brand for modern family life.

“We at Hyundai aim to be recognized as a brand that creates new values for the drivers, not just a vehicle manufacturer,” Hyundai said in a statement.

“Its time for Hyundai to fiercely brainstorm for a new set of strategies to achieve that goal,” it added.

There will be four 30 or 60-second television commercials. The campaign will be Hyundai’s first launched globally, it said.

The carmaker last January launched an advertising campaign called “New Thinking, New Possibilities”’ aimed at increasing Hyundai’s brand recognition. Hyundai is the world’s 61st most popular brand with an estimated brand value of $6 billion, brand consulting firm Interbrand said in its 2011 report.

By Cynthia J. Kim (cynthiak@heraldcorp.com)