Hyundai has unveiled a new integrated marketing campaign titled “Drive In,” centered around the 2025 Tucson’s advanced safety and technology features. The campaign’s highlight is a visually striking advertisement set in a neon-lit drive-in with roller-skating waitstaff, demonstrating the Tucson’s capabilities as it navigates a busy environment. The ad emphasizes the vehicle’s safety features, such as Blind-Spot View Monitor and Parking Collision Avoidance Assist, all while maintaining a fun and engaging tone.
The 2025 Tucson SUV is photographed in California City, Calif., on Feb. 22, 2024.
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The campaign, which is part of Hyundai’s broader “There’s Joy in Every Journey” brand theme, includes 30-second and 15-second spots that aired in July and will run again in September. It also features a variety of supporting assets like digital banners, social media posts, and VUF sponsorships. The campaign was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, and aims to showcase how Hyundai vehicles, particularly the Tucson, provide safety and joy in every journey, whether for daily errands or special occasions.
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In addition to this campaign, Hyundai continues to engage audiences with other marketing efforts, including the “Everyone’s Outside” campaign focused on the 2025 Tucson Hybrid. Hyundai Motor America, with significant operations across the U.S., emphasizes its commitment to technology-rich vehicles and contributes significantly to the U.S. economy through its extensive network of dealers and facilities.
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