• by Tanya Gazdik , Today

Hyundai is showing how two of its hybrid models offer the “Best of Both Worlds” in a new campaign starring a French cowboy. 

The creative, which features the Santa Fe Hybrid and Tucson Hybrid,  shows drivers that they don’t need to compromise fuel efficiency in order to have reliability, advanced technology and bold design.

The campaign features two hero spots, launching in 30-second and 15-second formats titled, “Cowboy” and “Mosey.” Both spots feature an unconventional cowboy, Jean-Luc, from Paris, France, making his new home on the range in the real-life town of Paris, Texas. 

The effort, which debuts on June 8 during Game 2 of the NBA Finals, was developed in collaboration with Hyundai’s agency of record, Innocean USA, while its media agency, Canvas, coordinated the media buys.

Drivers don't want to compromise and they don't have to with Hyundai hybrids, says Sean Gilpin, chief marketing officer, Hyundai Motor America.

“It's exciting to see a 44% increase this year in hybrid adoption as more people are discovering the smart middle ground: the range and efficiency of electrification with the features and performance they know and love,” Gilpin tells Marketing Daily. 

Filmed on location in Paris, Texas, the ads spotlight real residents and local businesses, adding authenticity and a hometown feel that reflects Hyundai’s commitment to fostering local development. In addition, financial savings of an estimated $30,000 from production will be given back to the Paris, Texas, community to support local schools.

“It's not just about cars,” Gilpin says. “We also give back, support local communities, and invest in neighborhood schools. … We believe in putting people first and making a difference in the communities we serve.”

The campaign will include custom content highlighting the full Hyundai hybrid lineup across broadcast, digital and programmatic platforms and will extend with custom digital content. Influential creators will also showcase Hyundai’s hybrid models via social media posts.

Two long-form cinematic videos illustrating the main character, Jean-Luc in his Hyundai hybrids, will also be released on YouTube. Content and ads will run through the summer leading up to the launch of Hyundai’s flagship and all-new Palisade Hybrid.

Hyundai Motor Group recently unveiled its next-generation hybrid powertrain system. The automaker will also start producing hybrids in the U.S. at its new Metaplant America in Georgia starting next year.