With a clever blend of humor, cultural nuance, and cinematic style, Hyundai’s latest campaign for the Tucson N-Line Hybrid is anything but ordinary. Titled He Got Money, the commercial—directed by Robbie Samuels and produced by global production house Not Just Any in partnership with U.S. agency Culture Brands—takes viewers into a familiar, hilarious scene: a group of aunties chatting about a friend's son's flashy new lifestyle.
Set during a classic “aunty chat,” the ad plays like a slice of real life—filled with knowing glances, playful teasing, and that unmistakable energy of community gossip. But this is no ordinary living room conversation. It’s a culturally rich, joyful celebration of identity and connection, designed to resonate with multicultural audiences across America.
Robbie Samuels, a Black director of Jamaican descent, calls these types of gatherings “quarterly board meetings”—a term that captures their warmth, wit, and understated importance. His eye for detail and authentic casting breathes life into every frame, allowing the aunties to steal the spotlight while subtly revealing the sleek design, spacious interior, and modern features of the Tucson N-Line Hybrid.
“Aunty chat is rarely represented on screen and was so much fun to create,” Samuels shared. “This commercial is a celebration of cultural diversity and innovation. Working with Hyundai and Culture Brands allowed us to tell a story that feels real and relatable.”
The visuals—carefully composed with soft camera movement and bold lighting—highlight the Tucson’s distinctive style, while never losing focus on the human element. It’s not just a car ad; it’s a mini love letter to culture and storytelling.
Jessica Toscana, executive producer at Culture Brands, praised the collaboration: “Working with the NJA team was a great experience. Robbie brought out genuine performances that made the film funny, warm, and resonant. The humour, nuance and authenticity truly come through on screen.”
Airing nationwide across TV and digital platforms, He Got Money is more than an ad. It’s a bold statement from Hyundai about who they are speaking to—and how. At a time when representation in media is more important than ever, this campaign puts community at the center, proving that even a car commercial can be full of personality, meaning, and heart.
With He Got Money, Hyundai doesn’t just show off a vehicle—it shares a moment, invites a smile, and celebrates a culture that’s as dynamic as the car itself.
