Hyundai's "He Got Money" Campaign Showcases How the 2025 Tucson Hybrid Turns Savings into Life's Little Luxuries
Hyundai's latest spot celebrates smart savings and joyful living as part of the acclaimed 'OKAY Hyundai' series
The campaign features an iconic cast including, beloved actress Kathleen Bradley, known as Ms. Parker from Friday and The Price Is Right
FOUNTAIN VALLEY, Calif., June 9, 2025 /PRNewswire/ — Hyundai Motor America, in partnership with Culture Brands, today launched, 'He Got Money,' a new campaign spotlighting the 2025 Hyundai Tucson Hybrid. As the latest installment in the award-winning 'OKAY Hyundai' series, the spot blends humor, cultural familiarity, and savvy financial choices to show how smart savings can make room for joy — and a little flair.
In a world where every penny counts, the campaign introduces Sidney, who appears to be living an extravagant lifestyle—much to the suspicion of his sharp-eyed, no-nonsense aunties. As they gather with Sidney's mom to discuss their concerns in lighthearted vignettes, the truth comes to light: Sidney's brand-new Hyundai Tucson Hybrid is the secret behind his savvy spending. Thanks to the hybrid's impressive gas savings, Sidney can enjoy life's little luxuries without breaking the bank. The spot wraps up with smiles all around and the signature stamp of approval: 'OKAY Hyundai.'
This campaign aims to inform and empower our audience about the smart financial choices they can make with the Hyundai Tucson Hybrid.
'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.'
'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.'
Adding to the cultural flair of the campaign is Kathleen Bradley, famously known as Ms. Parker from the cult classic 'Friday' and 'The Price Is Right.' Her appearance adds nostalgic energy and intergenerational charm to the story.
The 2025 Hyundai Tucson Hybrid offers a perfect balance of power and efficiency, featuring a 1.6L turbocharged hybrid engine and standard HTRAC, delivering up to 35 MPG combined. Inside, drivers enjoy advanced tech like a 12.3-inch touchscreen with wireless Apple CarPlay® and Android Auto™, plus Hyundai SmartSense safety features including Forward Collision-Avoidance Assist and Blind-Spot Collision Warning — all designed for smarter, safer driving.
'He Got Money' will run across broadcast and digital platforms in both 15- and 30-second formats and influencer partnerships. The campaign is designed to engage audiences with humor and relevance, reinforcing Hyundai's commitment to cultural storytelling and meaningful representation.
About Culture BrandsCulture Brands is an independent, minority and female-owned agency that exists to authentically celebrate, reflect and represent African Americans in media. Founded in 2017, by 16-year advertising veteran Eunique Jones Gibson, we create culturally relevant and affirming campaigns and content that engage African American audiences by ensuring they are seen, heard and valued. At Culture Brands, we are constantly engaged in a two-way conversation with the African American community through our owned and operated media platforms and consumer brands such as the award-winning Because of Them We Can and IYKYK Games. The agency is headquartered right outside of the nation's capital in Lanham, MD. www.culturebrands.co.
Hyundai Motor AmericaHyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America, and several cutting-edge R&D facilities. These operations, combined with those of Hyundai's 850 independent dealers, contribute $20.1 billion annually and 190,000 jobs to the U.S. economy, according to a published economic impact report. For more information, visit www.hyundainews.com.
Hyundai Motor America on Twitter | YouTube | Facebook | Instagram | LinkedIn | TikTok
Campaign Credits:Client: Hyundai Motor AmericaBrand: 2025 Tucson HybridAgency: Culture BrandsCEO/Chief Creative Officer: Eunique Jones GibsonManaging Director: Luis GonzalezExecutive Creative Producer: Jessica ToscanoCreative Director: Christopher McLaughlinArt Director: Natalie McGarveyAgency Producer: Sarah HawkinsAccount Director: Breyanna TrippDirector of Strategy: Britt Wright Jr.Director: Robbie SamuelsProduction: Not Just Any & NtropicEP: Prudence BeecroftLine Producer: Chris RuizPost Production: Union EditorialEditor: Vinnie Hobbs
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Hyundai's "He Got Money" Campaign Showcases How the 2025 Tucson Hybrid Turns Savings into Life's Little Luxuries
Hyundai's latest spot celebrates smart savings and joyful living as part of the acclaimed 'OKAY Hyundai' series The campaign features an iconic cast including, beloved actress Kathleen Bradley, known as Ms. Parker from Friday and The Price Is Right FOUNTAIN VALLEY, Calif., June 9, 2025 /PRNewswire/ — Hyundai Motor America, in partnership with Culture Brands, today launched, 'He Got Money,' a new campaign spotlighting the 2025 Hyundai Tucson Hybrid. As the latest installment in the award-winning 'OKAY Hyundai' series, the spot blends humor, cultural familiarity, and savvy financial choices to show how smart savings can make room for joy — and a little flair. In a world where every penny counts, the campaign introduces Sidney, who appears to be living an extravagant lifestyle—much to the suspicion of his sharp-eyed, no-nonsense aunties. As they gather with Sidney's mom to discuss their concerns in lighthearted vignettes, the truth comes to light: Sidney's brand-new Hyundai Tucson Hybrid is the secret behind his savvy spending. Thanks to the hybrid's impressive gas savings, Sidney can enjoy life's little luxuries without breaking the bank. The spot wraps up with smiles all around and the signature stamp of approval: 'OKAY Hyundai.' This campaign aims to inform and empower our audience about the smart financial choices they can make with the Hyundai Tucson Hybrid. '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.' '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.' Adding to the cultural flair of the campaign is Kathleen Bradley, famously known as Ms. Parker from the cult classic 'Friday' and 'The Price Is Right.' Her appearance adds nostalgic energy and intergenerational charm to the story. The 2025 Hyundai Tucson Hybrid offers a perfect balance of power and efficiency, featuring a 1.6L turbocharged hybrid engine and standard HTRAC, delivering up to 35 MPG combined. Inside, drivers enjoy advanced tech like a 12.3-inch touchscreen with wireless Apple CarPlay® and Android Auto™, plus Hyundai SmartSense safety features including Forward Collision-Avoidance Assist and Blind-Spot Collision Warning — all designed for smarter, safer driving. 'He Got Money' will run across broadcast and digital platforms in both 15- and 30-second formats and influencer partnerships. The campaign is designed to engage audiences with humor and relevance, reinforcing Hyundai's commitment to cultural storytelling and meaningful representation. About Culture BrandsCulture Brands is an independent, minority and female-owned agency that exists to authentically celebrate, reflect and represent African Americans in media. Founded in 2017, by 16-year advertising veteran Eunique Jones Gibson, we create culturally relevant and affirming campaigns and content that engage African American audiences by ensuring they are seen, heard and valued. At Culture Brands, we are constantly engaged in a two-way conversation with the African American community through our owned and operated media platforms and consumer brands such as the award-winning Because of Them We Can and IYKYK Games. The agency is headquartered right outside of the nation's capital in Lanham, MD. Hyundai Motor AmericaHyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America, and several cutting-edge R&D facilities. These operations, combined with those of Hyundai's 850 independent dealers, contribute $20.1 billion annually and 190,000 jobs to the U.S. economy, according to a published economic impact report. For more information, visit Hyundai Motor America on Twitter | YouTube | Facebook | Instagram | LinkedIn | TikTok Campaign Credits:Client: Hyundai Motor AmericaBrand: 2025 Tucson HybridAgency: Culture BrandsCEO/Chief Creative Officer: Eunique Jones GibsonManaging Director: Luis GonzalezExecutive Creative Producer: Jessica ToscanoCreative Director: Christopher McLaughlinArt Director: Natalie McGarveyAgency Producer: Sarah HawkinsAccount Director: Breyanna TrippDirector of Strategy: Britt Wright Robbie SamuelsProduction: Not Just Any & NtropicEP: Prudence BeecroftLine Producer: Chris RuizPost Production: Union EditorialEditor: Vinnie Hobbs
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At the Auto Shanghai show in April, an executive of Volkswagen — one of the world's biggest auto manufacturers — made a frank admission that the German giant had misfired on its country strategy for China. "To be very honest, we didn't have the right product strategy or the right approach to drive the business in China," Oliver Blume, chairman of the board of management of the Volkswagen Group, told China Daily. He was referring to the situation when the same event was held two years ago. "But at this auto show, we're not just talking about strategy or plans on paper — we're showcasing real results, and that makes me very proud of what the teams have accomplished," said Blume. The German automaker's long and profitable association with China began in October 1984 when it inked a deal with the Shanghai Automobile & Tractor Company to begin a joint venture, Shanghai Volkswagen. Now known as SAIC Volkswagen, it is the oldest extant automotive partnership in China. Despite the Germans' initial concerns that the fledgling China operation could not produce even "one Volkswagen-standard car" the first model of the joint venture, the Santana, rolled off the assembly line in late 1985. German technology and management, coupled with China's reform and opening-up and local workers' diligence, was the right formula for success. The Santana was a triumph, and for more than 30 years Volkswagen — joined by other foreign automakers such as Peugeot, Fiat, Toyota and Hyundai — rode on the path of prosperity created by China's ongoing development and modernization. By 2009, China had become the world's largest vehicle market, and non-Chinese brands accounted for 56 percent of total vehicle sales, according to the China Association of Automobile Manufacturers. But, the peak for overseas auto manufacturers in China was followed by a decline as the industry entered the era of NEVs. Volkswagen sales tumbled from 3.85 million units in 2020 to 2.92 million units in 2024. In the meantime, Chinese automaker BYD's sales skyrocketed from 427,000 units in 2020 to 4.27 million units in 2024. Volkswagen wasn't alone. South Korean automaker Hyundai, the world's third-largest carmaker, delivered 507,000 units in China in 2020, but last year its sales shrank to 157,000 units. General Motors, the No 1 carmaker in the United States, saw its sales in China plunge from 2.9 million units to 1.83 million units over the same period. Strategic rethink In recent years, Volkswagen has come to realize that developing cars in Europe and bringing them into China no longer works, as local rivals are coming up with completely new products at a super fast speed and car buyers are young and tech-savvy. Ralf Brandstaetter, CEO of Volkswagen Group China, expressed those ideas in late 2023 in Hefei, capital of East China's Anhui province, where the German company has built an R&D facility dedicated to smart new energy vehicles (NEVs). With an investment of 1 billion euros ($1.09 billion), Volkswagen China Technology Company is the carmaker's largest development center outside Germany. The center is creating an electric vehicle (EV) platform specifically for the Chinese market and to meet the demands of Chinese customers, The first model is scheduled to roll out in 2026. "We will bring the platform to market maturity in just 36 months. This means that we are reducing the development time by around a third," Brandstaetter said. One key driver of efficiency is greater involvement of local suppliers. Volkswagen said around 1,100 Chinese suppliers are involved, and the localization rate will gradually be increased to 100 percent. Volkswagen calls it the second wave of "localization" in the country. In the first wave, the company purchased components from international suppliers' plants in China, which nevertheless required going back and forth with the automaker's headquarters in Germany, a company executive explained. But now, Volkswagen sources components directly from Chinese companies and involves them in the early stages of development, which saves time and improves integration. This year's Auto Shanghai show saw several new Volkswagen models — including the ID. AURA, the and the ID. EVO — on display that offered a glimpse into the company's electric vehicle-focused future. Starting from 2026, over 20 state-of-the-art NEVs will be launched, including battery electric vehicles, plug-in hybrid electric vehicles and extended-range electric vehicles, to suit differing customer demands in China, said the carmaker. More importantly, these models are not engineered in Germany, but developed with "Chinese solutions", making them more appealing to local customers. The carmaker launched its "in China for China" strategy in 2023. "For us, 'in China, for China' is not just a slogan — it's our execution mode," Brandstaetter told China Daily at the auto show. Despite Volkswagen's renewed confidence, the challenges ahead remain formidable and Brandstaetter is acutely aware of the realities, especially the fierce competition faced from Chinese automakers. While the new generation of Volkswagen models tailored for the Chinese market is just around the corner, Brandstaetter remains cautious. "We are confident, but I think the competition is tough here in China, and this will be an ongoing challenge in the coming year," he said. 'Inventing' in China As the world's largest and most fiercely competitive automotive market, China is redefining the global car industry — not just as a sales powerhouse, but increasingly as the epicenter of innovation, research and development, and manufacturing excellence. "The market here is not just the largest in scale — it is the most innovative," said Christophe Perillat, CEO of French auto parts supplier Valeo. His company, which entered China in 1994 and now employs over 18,000 people across 27 production plants and 13 R&D centers, is doubling down on localization efforts. Valeo plans to open a new R&D hub in Shanghai focused on advanced driver-assistance systems and a production facility dedicated to "smart driving" technologies. Perillat stressed that Valeo is "inventing in China" — not merely importing global technologies. Some 4,500 engineers work locally, with a large proportion of software developers, underscoring the growing importance of software and AI in automotive innovation. This trend is echoed by other industry players. Auto parts giant Continental unveiled the name of its new automotive group, Aumovio, at the Shanghai show, signaling a strategic shift to position China at the center of global mobility innovation. Philipp von Hirschheydt, CEO of Aumovio, said "I see (this launch) as a tribute to China and a recognition of the key role this market plays within our global organization." He said the local team has more autonomy because of the need for faster decision-making in a market where development cycles are shorter. German auto parts provider Schaeffler is celebrating its 30th anniversary in China, where it now employs 19,000 people across 17 factories and six research and development centers. "China is no longer just a growth market. 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Volkswagen's premium Audi marque has partnered with Huawei to provide driver-assistance systems for its gasoline-powered A5L sedans and upcoming electric Q6L e-tron SUVs. Honda, meanwhile, is co-developing next-generation ADAS with Momenta, and adopting DeepSeek AI technology for its electric Ye Series, a major pivot to harness Chinese tech capabilities. UBS automotive analyst Paul Gong said: "China has evolved from a market with potential to the largest and most profitable market, then into the most competitive manufacturing hub, and gradually into a training ground and fitness center — and now, into a 'brain', the core of research and development." The rapid localization of R&D and production, combined with deep collaboration with Chinese tech firms, is redefining innovation models for global automakers. Auto manufacturers that harness Chinese innovations in the industry will have a greater chance of restoring their markets and grabbing early advantages of the tech, analysts said. The International Energy Agency predicts that NEVs will account for over 40 percent of global car sales by 2030. In China, the market share could reach 80 percent. It is too early to predict the fate of overseas carmakers in China's NEV era, as most of their new models will not hit the market until 2026, which could be a make-or-break year for many of them. Volkswagen's Blume, nonetheless, said he enjoys competition, likening it to sports, where competition helps improve one's performance. "If you aren't improving week after week, that means you are lazy — and that changes us, and makes us better," he said. Blume said China is like a "fitness center" for the global automotive industry, where global carmakers can sharpen their competitive edge by operating in this market. "Now, we feel fitter than we did two years ago. The customer will decide who wins in the market. You don't need to fear the battlefield when you're prepared," he said. - China Daily/ANN
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