Hyundai, in partnership with its U.S. Hispanic marketing agency, Lopez Negrete Communications, is making waves with the launch of its latest campaign for the enhanced 2025 Tucson SUV. Titled Rightsizing,” the campaign is specifically crafted to resonate with Latino consumers of all ages, backgrounds, and lifestyles, empowering them to find the perfect vehicle that seamlessly fits into their lives without sacrificing comfort, style, or innovation. Available in both Spanish and English, this campaign shines a spotlight on Hyundai’s dedication to celebrating and understanding the dynamic Hispanic community across the nation.

A Perfect Fit for Every Lifestyle

The 2025 Hyundai Tucson is at the forefront of the "Rightsizing" campaign, which creatively conveys the importance of finding the perfect fit, both in life and in a vehicle. The campaign’s signature commercial opens with a series of humorous and relatable moments where everyday items—a cookie too large for its jar, a couch too big for a room, and a return package too small for its contents—illustrate the frustration of trying to make something fit when it simply doesn’t. These visuals set the stage for the Tucson, presented as the perfect SUV for those who want both style and substance. 

In a standout, a woman effortlessly unlocks the Tucson using her smartwatch, demonstrating how Hyundai’s advanced technology seamlessly integrates into her life. This moment reinforces the overarching message: the Tucson isn’t just any vehicle—it’s the right-sized choice for those who demand more. The closing message, “Isn’t it exciting when everything in your life simply fits?”, encapsulates the vehicle’s alignment with the Hispanic community’s pursuit of innovation, practicality, and cultural pride.

Hyundai’s Commitment to Hispanic Consumers

Hyundai has long been dedicated to creating vehicles that speak to the diverse needs and values of the Hispanic community. Sean Gilpin, Chief Marketing Officer of Hyundai Motor America, emphasizes this in the campaign’s launch, stating, “The 2025 Tucson is a perfect reflection of our commitment to providing vehicles that meet the diverse needs of our Hispanic consumers. This campaign emphasizes not just the advanced technology, safety, and bold design of the Tucson, but also its ability to seamlessly fit into the varied lifestyles of Latino drivers across the nation.”

By centering the idea of rightsizing, Hyundai empowers Hispanic consumers to select a vehicle that matches their vision, lifestyle, and cultural identity, without compromise. Whether it’s the Tucson’s sleek design, innovative connectivity, or enhanced safety features, the campaign reinforces that the Tucson is the ideal vehicle for the modern Latino driver.

Culturally Rich and Impactful Storytelling

In partnership with Lopez Negrete Communications, Hyundai has designed a campaign that not only highlights the Tucson’s cutting-edge features but also tells a story that resonates deeply with the Hispanic audience. Erik Thomas, Director of Experiential and Multicultural Marketing for Hyundai Motor America, speaks to the cultural depth of the campaign, noting, “With the launch of the ‘Rightsizing’ campaign for the 2025 Tucson, we are proud to connect with the Hispanic community through a culturally rich and impactful narrative. This campaign reflects our commitment to understanding and celebrating the unique experiences of Latino consumers.”

Latinos are not known to settle for the ordinary, and the campaign reflects that. By highlighting the Tucson’s bold exterior, advanced technology, and adaptable capabilities, Hyundai ensures that Hispanic drivers can confidently embrace their journeys with a vehicle that enhances their experiences, all without breaking the bank.

Alex López Negrete, President and CEO of Lopez Negrete Communications, echoes this sentiment: “As Latinos, we do not settle for blending in. By highlighting the 2025 Tucson’s redesigned exterior, rugged capabilities, and innovative technology, we give the Hispanic consumer the power to make their journey richer.”

Celebrating Latino Excellence Through Visual Storytelling

The "Rightsizing" campaign is more than just a marketing initiative—it’s a celebration of Latino pride and innovation. Directed by acclaimed Latino filmmaker Jorge Aguilera and produced by the diverse-owned company Madre, the TV commercials were filmed in vibrant Miami, Florida, a city known for its rich Hispanic culture and energy. The campaign includes 15- and 30-second TV commercials, radio spots, streaming audio, and a robust digital and social media strategy featuring influencers who speak to the core values of Latino consumers.

Running through September 2025, the campaign will reach millions of Hispanic households across the nation, sharing the message that the 2025 Tucson is the perfect vehicle for those seeking a ride that fits their lifestyle to perfection.

Empowering Hispanic Drivers Nationwide

Hyundai’s 2025 Tucson is more than just an SUV—it’s a statement of empowerment for Hispanic drivers. The "Rightsizing" campaign delivers a strong message: Latino consumers no longer have to settle for less. Whether they’re navigating busy city streets or exploring the great outdoors, the Tucson offers the technology, safety, and design that make it the right choice for today’s diverse drivers.

As the campaign rolls out nationally, Hyundai is set to inspire a new generation of Hispanic drivers who seek a vehicle that resonates with their unique journeys, values, and aspirations.

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