Hyundai pitches hybrids as ‘Best of Both Worlds' in Paris, Texas
Hyundai launched a marketing campaign, 'Best of Both Worlds,' in support of its Sante Fe and Tuscon hybrid vehicles, per a press release.
Two ad spots and two long-form videos feature a French cowboy who lives in Paris, Texas and drives Hyundai's hybrids. A separate campaign, 'He Got Money,' focuses on fuel savings and is targeted at an African-American audience.
The campaigns, from Innocean USA and Culture Brands, respectively, come as the automaker has seen hybrid vehicle sales increase 44% so far in 2025, despite ongoing macroeconomic uncertainty.
Hyundai is going all-in on its hybrid vehicles with a pair of ads that mix humor and value propositions like performance and savings. The automaker has seen a big boost in hybrid vehicle sales, with total hybrid vehicle sales jumping 5% in May, per details shared with Marketing Dive.
The 'Best of Both Worlds' effort focuses on Jean-Luc, a cowboy born in Paris, France who lives in Paris, Texas. A 30-second 'Cowboy' spot which debuted on June 8 during the NBA finals focuses on the Sante Fe Hybrid and shows how the titular character can have 'more cheese' on his plate by saving on fuel. 'Mosey' focuses on the Tucson Hybrid and will air later this month.
In addition, a long-form YouTube spot has a cinematic feel, albeit one drawn more from Westerns and not Wim Wenders' art house classic 'Paris, Texas.' However, the campaign was filmed on location in the Texas town, and Hyundai will donate an estimated $30,000 from production to support local schools in the community. Created by Innocean with media by Canvas, 'Best of Both Worlds' will run across broadcast, digital and programmatic platforms, with custom digital content on TikTok, Meta, Reddit, YouTube and beyond.
In a separate but related effort, Hyundai continued its series of 'Okay Hyundai' ads with 'He Got Money.' The 30-second ad focuses on a character who owns a hybrid and the gossip about his seemingly extravagant lifestyle, which — in a nod to ongoing price pressures — includes a fridge full of eggs.
'He Got Money' will run across broadcast and digital platforms in both 15- and 30-second formats and will be featured in influencer partnerships. The ad, which is targeted at an African-American audience, features Kathleen Bradley — best known as Mrs. Parker from the cult classic "Friday' — and is from Hyundai's African American agency of record, Culture Brands.
''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,' said Erik Thomas, director of experiential and multicultural marketing, Hyundai Motor America, in a press release.
Hyundai's increased hybrid sales follow the automaker becoming the launch partner of Amazon Autos late last year. One global auto brand moved approximately $80 million in annual ad spend from The Trade Desk to Amazon's ad platform by the end of Q1, partially due to its ability to sell its cars via the online retailer, Adweek reported. Hyundai is currently the only automaker that has that functionality on Amazon.
Recommended Reading
Mattel's Hot Wheels ignites 'challenger spirit' with cinematic ad
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
7 minutes ago
- Yahoo
More Americans are driving to Canada than Canadians to the U.S., report finds
More American travellers drove to Canada in July than Canadians did to the United States, according to a new report by Statistics Canada. This is the first time such a reversal has taken place since before the COVID-19 pandemic. The dramatic decline of Canadians travelling to the U.S. was sparked last year, with U.S. President Donald Trump's heated rhetoric about Canada becoming the 51st state that led to an ongoing trade war and lingering tension between the two countries. The data for last month shows that 1.8 million American residents drove to Canada, compared to the 1.7 million Canadian residents who made a return trip from the U.S. by car. Canadian road trips to U.S. plunge for seventh month as boycott continues Both countries saw a decline at land border crossings last month. For Americans driving to Canada, there was a slight dip of 7.4 per cent compared to the same month last year. It was also the sixth consecutive month of year-over-year declines. However, the decline was much steeper for Canadians returning from the U.S. this July compared to the previous year, at nearly 37 per cent. Last month marked the seventh consecutive month of year-over-year declines, StatCan said. 'In 2024, Canadian-resident trips to the United States totalled 39 million, representing 75 per cent of all Canadian-resident travel abroad,' according to another StatCan report published earlier this summer about travel to the U.S. 'However, recent data on foreign travel suggest that Canadians' travel sentiment toward their southern neighbour has been shifting in early 2025.' Although the data reflects a 'notable change in travel patterns,' StatCan said it is 'unclear whether the change is temporary or part of a more permanent shift.' As for air travel, the number of non-resident visitors who flew to Canada increased in July. There were 1.4 million of them — up by just over 3 per cent since the same time last year. While the bump was largely due to residents who came from overseas (up 5.6 per cent this year), American travellers were also up by just under 1 per cent. The highest number of U.S.-resident arrivals by air was 31,600 Americans on July 3, before the Independence Day long weekend in the U.S. Meanwhile, the number of Canadians returning home from abroad by air last month was down by 5.3 per cent compared to the previous year. In particular, Canadians flying back from the U.S. also decreased by nearly 26 per cent since the same time last year. Canadian permanent residents will now have to pay 'visa integrity fee' to enter U.S. Here's what it is An American sent to Canada was shocked by how furious Canadians are at the U.S. Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark and sign up for our daily newsletter, Posted, here.
The Hill
8 minutes ago
- The Hill
Tariff rebate checks in 2025? What we know about current legislation
(WJW) – It's not a pandemic stimulus check, but Congress is currently weighing the possibility of sending the American people more money. As part of the American Worker Rebate Act, introduced by Republican Sen. Josh Hawley of Missouri in July, people would receive hundreds of dollars in tariff rebate checks, which work to counteract the financial burden imposed on families by the Trump administration's tariffs. As the bill stands now, a household would get $600 for every child and adult – meaning a family of four would receive $2,400. Check amounts go down for those U.S. residents who are making more than $150,000 as a family or $75,000 individually. The bill has not been passed by the Senate or the House, and it must overcome multiple obstacles before being brought to President Trump's desk to sign. However, last month, Trump did say he was 'thinking about' approving a rebate. If the revenue from the latest tariff rollout exceeds projections, the bill leaves room for a larger rebate to be sent out to the American people. So far, there has been no word from Congress or the IRS on the possibility of a fourth stimulus check, like those issued during the height of the COVID-19 pandemic. A rebate is a refund of something already paid for, while a stimulus is simply money given to pump up the economy. The U.S. Senate is currently on break for the summer and will be back in action on Sept. 2.
USA Today
8 minutes ago
- USA Today
Should 'New Heights' YouTube glitch concern NFL ahead of Chiefs-Chargers Week 1 game?
Taylor Swift's appearance on the "New Heights" podcast led to more than 1 million concurrent viewers on YouTube. The video feed on the platform abruptly ended about one hour and 45 minutes into the stream, which left many confused, since the show had a timestamp of more than two hours. The issue was resolved, but with the NFL and YouTube streaming the Week 1 game in Brazil between the Kansas City Chiefs and Los Angeles Chargers on Sept. 5, it begged the question: should the NFL be concerned about YouTube's capability to stream a game to a worldwide audience that will command far more than one million viewers at once? It's not an unfamiliar situation for the league. Last season, as the first-ever NFL games aired live on Netflix set for Christmas Day approached, the streaming service also faced questions about the streaming capabilities in the wake of the issues viewers experienced during the Jake Paul-Mike Tyson fight. Netflix had roughly one month to figure out the issues and largely aced the test, with hardly any complaints throughout the two games (and a Beyoncé live halftime performance). YouTube does provide the NFL Sunday Ticket Package and many people watch the league through YouTubeTV. But those are premium, subscription-based services with a number of viewers the company – owned by Google – is now accustomed to. (The tech issues for Sunday Ticket during the 2023 season certainly irked fans.) The scale of the Chiefs-Chargers game will exponentially increase the viewership numbers compared to those products, especially since the game is free to watch. A spokeswoman from Google confirmed to USA TODAY Sports that it was not a YouTube issue that led to the glitch. After the calamities of the Paul-Tyson fight, Netflix addressed its issues in connecting its backup servers – utilized to account for the heightened traffic on the platform – with the countless internet service providers (ISPs) throughout the world. Worth noting is that millions of people will be using YouTube simultaneously not for the purposes of watching the AFC West matchup, which could also strain streaming capacity. The NFL would not have handed out exclusive rights to YouTube – financial terms have not been disclosed but its almost certainly in the nine-figure range after NBCUniversal paid more than $100 million to air the first-ever game in Brazil in 2024 on Peacock – if the league didn't think the company could pull it off without issue. Ultimately, YouTube corrected the "New Heights" issue and fans had their "Tayvis" moment. But come Week 1, the company won't have that leeway.
