• by Tanya Gazdik , February 4, 2025

Hyundai is sitting out the Big Game this Sunday, but the automaker is making its own big play with a sports-themed campaign.

From its agency Culture Brands, the 2025 Sonata Hybrid campaign, “Play For The Car” follows Emmett, who’s been handed the keys to his partner Cassie’s ride—because, as she cleverly notes, his car was on “E” or nearly out of gas. 

As he rushes to meet his girlfriend at the basketball court, viewers get a look at the car’s sleek interface and features. Emmett even jokes with Cassie about winning the vehicle in a one-on-one game. 

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, says 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,” Thomas says in a release. 

The spot reflects Hyundai’s focus on capturing life’s meaningful moments and how our vehicles can help create them, adds Sean Gilpin, chief marketing officer, Hyundai Motor America.

“Play for the Car” will run across multiple platforms, including 15- and 30-second broadcast and digital spots, as well as influencer partnerships. The campaign aims to influence awareness through relevant narratives that resonate with a diverse audience, according to the automaker.