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Hyundai Launches New Campaign Featuring French Cowboy In Texas For Hybrid Vehicles
Hyundai has introduced a new marketing campaign called "Best of Both Worlds," featuring the 2025 Hyundai Santa Fe Hybrid and Tucson Hybrid. This initiative aims to demonstrate how these hybrid models combine fuel efficiency with reliability, advanced technology, and bold design. The campaign underscores Hyundai's commitment to offering vehicles that provide an ideal balance between gas and electric power.
The advertisements were filmed in Paris, Texas, using local residents and businesses to add authenticity. An estimated $30,000 saved from production costs will be reinvested into the community to support local schools. This reflects Hyundai's dedication to fostering local development while promoting its hybrid lineup.
The campaign includes two main advertisements titled "Cowboy" and "Mosey," available in 30-second and 15-second formats. These ads feature Jean-Luc, an unconventional cowboy from Paris, France, who settles in Paris, Texas. With his Hyundai hybrids, he quickly becomes a valued member of the community.
"Cowboy," showcasing the Santa Fe Hybrid, will air on June 8 during Game 2 of the NBA Finals. Sean Gilpin, chief marketing officer at Hyundai Motor America, stated: "This campaign is a fun and engaging way to show how our Hyundai hybrids truly deliver the best of both worlds."
Gui Borchert, executive creative director at INNOCEAN USA, expressed enthusiasm for the campaign's simplicity: "A French cowboy in Paris, Texas, driving Hyundai hybrids — the best of both worlds." Filming in a real town with real locals added a special touch to the project.
The fully integrated campaign spans broadcast, digital platforms like TikTok and YouTube, as well as CRM initiatives. Influential creators will also share authentic stories about Hyundai's hybrid models through the Trusted Voices initiative.
Hyundai's Hybrid Expansion
Hyundai plans to release long-form videos on YouTube featuring Jean-Luc and his Hyundai hybrids. These videos aim to engage consumers further by exploring features like range, safety, technology, efficiency, and America's Best Warranty.
The campaign will run throughout the summer leading up to the launch of Hyundai’s new Palisade Hybrid. It highlights Hyundai's leadership in the hybrid category as sales have increased by 44% this year due to strong demand for Tucson Hybrid and Santa Fe Hybrid models.
Future Developments
Hyundai is expanding its hybrid offerings with the upcoming debut of the Palisade Hybrid powertrain this fall. Additionally, production of hybrids will begin next year at Metaplant America in Georgia. The company recently unveiled a next-generation hybrid powertrain system that sets new standards for power and efficiency.
Hyundai Motor America provides U.S. consumers with a diverse lineup of cars, SUVs, and electrified vehicles while supporting its Progress for Humanity vision. Its operations contribute significantly to the U.S. economy by generating $20.1 billion annually and creating 190,000 jobs.
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