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Hyundai Celebrates Community Spirit With 'Everyone's Outside' Campaign For Tucson Hybrid
Hyundai and Culture Brands have introduced a new multicultural campaign, "Everyone’s Outside," featuring the 2025 Hyundai Tucson Hybrid. This campaign builds on the success of the OKAY Hyundai initiative, celebrating community moments and cultural richness. Directed by Maya Table and produced by Stept Studios, it showcases Tucson's hybrid efficiency and sleek design.
The campaign highlights the 2025 Hyundai Tucson’s hybrid efficiency, sleek design, and innovative safety features. Prominent editor Vinnie Hobbs, famed for Kendrick Lamar’s "Alright," edited the spot. The soundtrack, featuring an original licensed track by Brooklyn-based musical group Phony Ppl, enhances the energetic and nostalgic feel, resonating with audiences on multiple levels.
"At Hyundai, we are committed to creating vehicles that meet the evolving needs of our customers, and the Tucson Hybrid is a testament to that," said Angela Zepeda, CMO, Hyundai Motor America. "The 'Everyone’s Outside' 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."
"With consumers looking for alternative fuel powertrains, the spot poignantly boasts the hybrid, further entrenching the vehicles seamless integration in everyone’s journey," said Erik Thomas, director of experiential & multicultural marketing at Hyundai Motor America.
Culture Brands is an independent agency founded in 2017 by Eunique Jones Gibson. It aims to authentically celebrate African Americans in media through culturally relevant campaigns. The agency engages with the African American community via its media platforms and consumer brands like Because of Them We Can® and #CultureTags®.
Christopher McLaughlin, creative director at Culture Brands, stated: "This campaign is a celebration of joy and community resilience. The 'Everyone’s Outside' campaign captures the spirit of reuniting and reconnecting, presenting the Tucson as a vehicle that enhances these experiences. However, what truly brings the ‘OKAY Hyundai’ energy to life is our commitment to partnering with talent that understands the energy of our community and its unity."
Media Strategy
"Everyone’s Outside" will be showcased through various media channels including digital platforms and influencer engagements. The campaign also includes branded content development with culturally relevant media partners. There are 30- and 15-second versions available for broadcast and digital channels.
Hyundai Motor America offers a technology-rich lineup of cars in the U.S., supporting its Progress for Humanity vision. Its operations include headquarters in California, an assembly plant in Alabama, a new Metaplant in Georgia under development, and several R&D facilities. These contribute significantly to the U.S. economy.
The new campaign underscores Hyundai's dedication to meeting customer needs while celebrating cultural diversity through engaging storytelling.
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