In collaboration with its agency Culture Brands, Hyundai 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 today’s couples’ dynamic, fast-paced lifestyles.
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 today’s couples’ dynamic, tech-driven lifestyles, 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 of Hyundai Motor America. “It’s about how the Sonata Hybrid empowers our customers to pursue their passions confidently and in 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, campaign director. “The Sonata Hybrid is 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 efficiency[i] without compromising performance. Standard features include dual LED projector headlights, a 12.3-inch touchscreen with wireless Android Auto™ and Apple CarPlay®[ii], and 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 broadcasts, digital spots and influencer partnerships. The campaign aims to influence awareness and opinion through impactful and relevant narratives that resonate with a diverse audience.