Bateman, Kaling question life in Hyundai Tucson

(Jason Bateman questions everything)

Asking questions is at the heart of making things great, and Hyundai is tapping into this mindset for its creative marketing campaign for the all-new 2022 Tucson.

“Questions are the key to making things great and we questioned every detail and assumption when developing the all-new 2022 Tucson,” said Angela Zepeda, CMO, Hyundai Motor America. “We used that as the creative hook in our campaign and had fun with our celebrity partners by asking some of life’s most thought-provoking questions. This is our most innovative and technologically advanced Tucson ever.

She adds, “The all-new Tucson will define our brand for the future. We are supporting it with one of our most creative and expansive marketing campaigns we’ve ever executed.”

The “Question Everything” campaign was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, while its media agency, Canvas, coordinated the media buys.

Some of America’s favorite celebrities in entertainment, comedy, music, sports, cooking, and design were enlisted to star in Hyundai Tuscon’s new ad.

In the 60-second comedic Tuscon spot, “Question Everything,” actor, producer, and director Jason Bateman (Ozark, Arrested Development, Horrible Bosses); actress, writer, producer, and director Mindy Kaling (The Mindy Kaling Show, The Office); global superstar and actress Becky G.; basketball star Kawhi Leonard; chef, Emmy award-winning TV host, author, and restaurateur Giada De Laurentiis; and celebrity designer, author, producer and television personality Nate Berkus ask some of life’s most unusual and burning questions, which culminate with Hyundai designers asking themselves the questions that led to Tucson redefining its segment. Additionally, there will be three 30-second feature-focused spots.

The TV spot was directed by well-known commercial director Bryan Buckley, who has directed previous Hyundai ads, including the popular 2020 Super Bowl ad, “Smaht Pahk.”


Behind the Scenes

Hyundai also takes behind the scenes of the fun new spot in a video:



The Tuscon commercial will air during some of the most high-profile programming, including the NBA Playoffs and PGA Championship, on various streaming services and in major broadcast network and cable programming. There is also a unique integration with The Masked Singer on FOX.

It’s announcing a fully integrated marketing campaign, including a celebrity-filled TV commercial and innovative social media and digital executions, that shows how Hyundai asked all the right questions in making the bold changes that inspired the all-new 2022 Tucson.

Indeed, the campaign continues across multiple social media platforms with custom content and GIFs featuring the celebrities, along with a “Question Everything” TikTok challenge. The celebrities will also be engaging their followers on what they question most, and influencer and creator partnerships will showcase how the Tucson inspires bold change.

The media blitz will find Hyundai posing vexing Tucson-centric questions on posters and billboards, in email marketing, on Hyundai’s website, at dealerships, on radio and across a variety of other digital media buys.

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