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Hyundai has launched its latest marketing campaign, “Play for the Car,” in collaboration with Culture Brands. Featuring the 2025 Hyundai Sonata Hybrid, the campaign highlights the vehicle’s sleek design, luxury features, and advanced hybrid technology. Directed by Nate Edwards, known for his expertise in cultural storytelling, the campaign continues Hyundai’s commitment to diversity and representation through its acclaimed “OKAY Hyundai” series.
Key Highlights:
- “Play for the Car” centers around a couple, Emmett and Cassie, who balance their busy lives while maintaining their connection and spontaneity.
- Directed by Nate Edwards and edited by Vinnie Hobbs, a three-time MTV Video Music Award nominee for Best Editing.
- The Sonata Hybrid’s 2.0L GDI 4-cylinder hybrid engine and 6-speed automatic transmission provide efficiency without sacrificing performance.
- Advanced technology features include a 12.3-inch touchscreen with wireless Android Auto™ and Apple CarPlay®, dual LED projector headlights, and safety systems such as Forward Collision-Avoidance Assist and Blind-Spot Collision Warning.
- Hyundai’s ongoing partnership with Culture Brands aims to deepen its engagement with the African American community through authentic storytelling and representation.
- The campaign includes 15- and 30-second TV and digital spots, plus influencer partnerships to maximize audience reach.
Hyundai’s Vision for Meaningful Connections
“‘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 emphasizes Hyundai’s strategy of cultural resonance and representation, aligning with the brand’s Progress for Humanity vision. Erik Thomas, Hyundai’s Director of Experiential and Multicultural Marketing, highlighted that the “OKAY Hyundai” series continues to push boundaries in connecting with diverse audiences through relatable storytelling.
A Smart Choice for Modern Drivers
The 2025 Hyundai Sonata Hybrid is designed for drivers who value efficiency, innovation, and style. With advanced technology and premium features, Hyundai positions the model as a standout choice in the hybrid sedan market.
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