Hyundai Motor America is out with a new multicultural campaign called  "He Got Money," that showcases the 2025 Hyundai Tucson Hybrid. The campaign, from agency Culture Brands, is the latest in the brand’s “Okay Hyundai” series.  

The main idea anchoring the campaign: Hybrids save big on gas so people have more to spend on “life’s little luxuries without breaking bank.” 

The campaign introduces “Sidney,” who appears to be living an extravagant lifestyle—much to the suspicion of his no-nonsense aunties. As they gather with Sidney's mom to discuss their concerns, the truth comes to light: Sidney's brand-new Hyundai Tucson Hybrid is the secret to his ability to splurge on things like the occasional night out at a fancy restaurant.  

"Our latest work with Culture Brands continues to deepen Hyundai's connection with the African American community through storytelling that truly connects and entertains," said Erik Thomas, director of experiential and multicultural marketing, Hyundai Motor America. "'He Got Money' shows how the Tucson Hybrid empowers drivers to enjoy more of what matters—style, comfort, and community—thanks to real savings at the pump." 

One of the aunties featured in the spot is Kathleen Bradley ("The Price Is Right" and “Friday”) 

"With 'He Got Money', we wanted to show that you can enjoy life's little luxuries without breaking the bank," said Eunique Jones Gibson, chief creative officer and CEO, Culture Brands. "You can keep your style, make smart choices, and still have the aunties talking." 

"He Got Money" will run across broadcast and digital platforms in both 15- and 30-second formats and influencer partnerships.