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By Audrey Kemp, LA Reporter

July 2, 2024 | 3 min read

The 2025 Hyundai Tucson commercial underscores the Korean automaker’s dedication to authentically celebrating and connecting with the Black community through representation.

Today, Hyundai launches a vibrant new campaign, ‘Everyone’s Outside,’ that highlights the hybrid efficiency, sleek design, and innovative safety features of the 2025 Hyundai Tucson. Notably, the work underscores Hyundai’s commitment to celebrating community and cultural diversity, particularly within the Black community.

The commercial, set at a gas station, features a young Black woman who makes a quick pitstop for snacks only, earning her the nickname “Ms Good on Gas.” Directed by award-winning filmmaker Maya Table, known for her work with Adidas, Wingstop, and the Amazon x Lexus collaboration featuring Anderson .Paak, the spot aims to portray the Tucson Hybrid in a relatable and engaging context.

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Edited by renowned film editor Vinnie Hobbs, famous for Kendrick Lamar’s Alright, and produced by Stept Studios, the commercial features an original track by Brooklyn-based musical group Phony Ppl, adding to its dynamic and lively feel.

Building on the success of the ‘Okay Hyundai’ campaign, ‘Everyone’s Outside’ seeks to reconnect viewers with their communities and the great outdoors.

“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, chief marketing officer of 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.”

Erik Thomas, director of experiential and multicultural marketing at Hyundai Motor America, added that the 2025 Hyundai Tucson embodies what consumers are increasingly looking for: alternative fuel powertrains that are both efficient and eco-friendly.

The campaign was developed by Hyundai’s African American marketing agency of record, Culture Brands, which aims to authentically celebrate and represent African Americans in media.

“This campaign is a celebration of joy and community resilience. [Everyone’s Outside] captures the spirit of reuniting and reconnecting, presenting the Tucson as a vehicle that enhances these experiences,” said Christopher McLaughlin, creative director of Culture Brands. “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.”

The work will be featured across various media channels, including digital, influencer engagements and branded content with culturally relevant media partners.

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