Hyundai has launched “Play for the Car,” a new marketing campaign for the 2025 Sonata Hybrid, created in partnership with Culture Brands.
The campaign highlights the Sonata sleek design, advanced technology, and efficiency, reinforcing Hyundai’s commitment to cultural representation through its acclaimed “OKAY Hyundai” series.
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Directed by Nate Edwards and edited by Vinnie Hobbs, the campaign follows Emmett and Cassie, a couple navigating daily life while keeping their connection alive. When Cassie leaves her new Sonata Hybrid behind, Emmett seizes the chance to take it for a spin, discovering the car’s luxury features and smooth performance.
The 2025 Sonata Hybrid is powered by a 2.0L GDI 4-cylinder hybrid engine paired with a 6-speed automatic transmission, offering strong fuel efficiency.
Standard features include dual LED projector headlights, a 12.3-inch touchscreen with wireless Android Auto™ and Apple CarPlay®, and advanced safety systems like Forward Collision-Avoidance Assist and Blind-Spot Collision Warning.
“The campaign captures how our vehicles create meaningful moments,” said Sean Gilpin, Hyundai’s Chief Marketing Officer. Erik Thomas, Hyundai’s Director of Experiential and Multicultural Marketing, emphasized the campaign’s focus on relatable storytelling and diverse representation.
Running across broadcast, digital platforms, and influencer partnerships, “Play for the Car” continues Hyundai’s mission to connect with a broad audience through engaging narratives and cultural authenticity.
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