• by Tanya Gazdik , July 5, 2024

Hyundai is launching a spot that plays up the 2025 Hyundai Tucson Hybrid’s efficiency and celebrates the Black community. 

"Everyone’s Outside” was created by the brand’s African American marketing agency of record, Culture Brands. It is part of the ongoing “Okay Hyundai” campaign.

Creative intertwines Tucson's enhanced performance and hybrid features navigating a bustling gas station where people outside are enjoying the warm weather. 

The spot was produced by Stept Studios and directed by Maya Table. Vinnie Hobbs, famed for Kendrick Lamar’s "Alright," edited the spot. 

The soundtrack features an original licensed track by Brooklyn-based musical group Phony Ppl.

The media buy includes digital, influencer engagements, branded content development with culturally relevant media partners and other digital touch points. There are both 30- and 15-second versions of the spot available for broadcast and digital channels.

The campaign “beautifully captures the essence of reconnecting with our communities and the great outdoors while celebrating the cultural vibrancy and shared experiences that define our diverse audience,” says Angela Zepeda, CMO, Hyundai Motor America, in a release. 

The creative captures the spirit of reuniting and reconnecting, says Christopher McLaughlin, creative director of Culture Brands.