Hyundai Champions the Joy of Driving in "Play for the Car" Campaign Featuring the 2025 Sonata Hybrid

• Hyundai's latest product marketing campaign, created with Culture Brands, celebrates connection and sustainability with the 2025 Sonata Hybrid
• Directed by Nate Edwards, the campaign highlights the Sonata Hybrid's sleek design, luxury features, and advanced technology
• The campaign builds on Hyundai's ongoing commitment to cultural resonance and representation through the acclaimed "OKAY Hyundai" series

FOUNTAIN VALLEY, Calif., Feb. 4, 2025 /PRNewswire/ -- Hyundai in collaboration with its agency Culture Brands, is launching "Play for the Car," its latest marketing campaign featuring the 2025 Hyundai Sonata Hybrid. The campaign highlights the Sonata Hybrid's sleek design, premium features, and impressive efficiency, making it an ideal choice for the dynamic, fast-paced lifestyles of today's couples.

Building on the success of the acclaimed 'OKAY Hyundai' series, Hyundai and Culture Brands continue its mission to deepen Hyundai's authentic connection with the African American community. This latest campaign exemplifies the brand's commitment to cultural resonance by collaborating with the renowned Invisible Collective. Directed by Nate Edwards, celebrated for his expertise in magical realism and cultural storytelling, the campaign showcases how the Sonata Hybrid enriches the dynamic, tech-driven lifestyles of today's couples, keeping their routines fresh and their connection vibrant. Adding to the creative excellence, the spot was edited by Vinnie Hobbs, a three-time MTV Video Music Award nominee for Best Editing.

"'Play for the Car' reflects Hyundai's focus on capturing life's meaningful moments and how our vehicles can help create them," said Sean Gilpin, chief marketing officer, Hyundai Motor America. "It's about how the Sonata Hybrid empowers our customers to pursue their passions with confidence and style." 

The campaign follows Emmett and Cassie, a couple navigating the hustle of daily life while keeping their connection and playful spirit alive. When Cassie leaves behind her newly purchased Sonata Hybrid, Emmett eagerly takes it for a spin, turning an unexpected moment into an opportunity to add excitement to their routine. As he discovers the car's sleek design and advanced features, even the busiest day feels more enjoyable.

Hyundai Sonata Hybrid "Play for the car" Campaign :30 TV Spot 

"The story of Emmett and Cassie is the story of many of us – finding moments of connection and joy amid the chaos of daily life," said Nate Edwards, director of the campaign. "The Sonata Hybrid serves as the backdrop to a narrative that celebrates love, life, and sustainability."

The 2025 Hyundai Sonata Hybrid features a 2.0L GDI 4-cylinder hybrid engine paired with a 6-speed automatic transmission, delivering impressive fuel efficiencyⁱ without compromising performance. Standard features include dual LED projector headlights, a 12.3-inch touchscreen with wireless Android Auto™ and Apple CarPlay®ⁱⁱ, and a suite of advanced safety technologies such as Forward Collision-Avoidance Assist and Blind-Spot Collision Warning.

"The 'OKAY Hyundai' series continues to push boundaries in connecting with diverse audiences, and this latest campaign is no exception," said Erik Thomas, director of experiential and multicultural marketing at Hyundai Motor America. "Through relatable storytelling and intentional representation, we're showcasing how the 2025 Sonata Hybrid is synonymous with the innovation and sophistication that today's drivers expect."

"Play for the Car" will run across multiple platforms, including 15- and 30-second broadcast and digital spots, as well as influencer partnerships. The campaign aims to influence awareness and opinion through impactful and relevant narratives that resonate with a diverse audience.

Culture Brands
Culture Brands is an independent, minority and female-owned agency that exists to authentically celebrate, reflect and represent African Americans in media. Founded in 2017, by 15-year advertising veteran Eunique Jones Gibson, we create culturally relevant and affirming campaigns and content that engage African American audiences by ensuring they are seen, heard and valued. At Culture Brands, we are constantly engaged in a two-way conversation with the African American community through our owned and operated media platforms and consumer brands such as the award-winning Because of Them We Can® and #CultureTags®. The agency is headquartered right outside of the nation's capital in Lanham, MD. http://www.culturebrands.co 

Hyundai Motor America
Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America, and several cutting-edge R&D facilities. These operations, combined with those of Hyundai's 835 independent dealers, contribute $20.1 billion annually and 190,000 jobs to the U.S. economy, according to a recent economic impact report. For more information, visit www.hyundainews.com.

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SOURCE Hyundai Motor America