Content Creators Share Their Stories to Explore the Versatility of the 2025 Hyundai TUCSON

In a bold departure from traditional automotive marketing, INNOCEAN Canada places a unique collaboration with content creators at the heart of its new campaign for the 2025 Hyundai TUCSON. The campaign, TUCSON Stories, showcases how the TUCSON integrates seamlessly into the diverse lifestyles of Canadians.

Designed to thrive in today’s interconnected world, TUCSON Stories leverages various media platforms as the foundation for storytelling. This campaign exemplifies how modern narratives can be crafted with social channels as the foundation, creating a unified experience across digital, broadcast, and CRM. This approach allows TUCSON Stories to connect directly with tech-savvy, diverse audiences across Canada.

“With the rapidly evolving media consumption habits in Canada, the newly redesigned TUCSON launch was the perfect opportunity to do things differently and connect with a broad swath of Canadians on their preferred media channel through authentic and relatable TUCSON stories,” said Peter Assenza, national manager, marketing at Hyundai Auto Canada. “Our team at INNOCEAN understood the assignment and, in typical fashion, over-delivered with a built-for-platform campaign that is sure to stand out, but most importantly, drive results.”

The 2025 Hyundai TUCSON, known for its exceptional dependability — nine out of 10 models sold in Canada over the last decade are still on the road—serves as the centrepiece of this initiative. As Ian MacKellar, executive creative director at INNOCEAN Canada, explains, “We envisioned the TUCSON as a multi-tool—a versatile device that complements the lives of modern Canadians. This campaign tells that story in a way that’s relatable and compelling, highlighting Hyundai’s core strengths.”

At the core of TUCSON Stories is a collaboration with eight Canadian content creators from diverse backgrounds. From Daniel Schiffer’s compelling visual storytelling through photography to Max L'Affamé’s culinary journeys and La Famille Venture’s family-centric adventures, each creator offers a unique lens on how the TUCSON integrates into their daily lives. “Our strategy involved collaborating with a diverse group of creators who are deeply passionate about their craft and maintain a genuine, authentic voice in their content. We embraced their unique storytelling talents to create their own content for the campaign, and built a seamless connection across channels,” said Kinga Potrzebowski, senior social and content strategist at INNOCEAN Canada.

“The campaign’s design highlights the versatility, style, and advanced safety and technology features of the redesigned 2025 TUCSON and sets a new benchmark in how automotive brands engage with consumers. Our creative approach ensures we connect with Canadians in an authentic and meaningful way,” added Shannon Fostka, senior group account director at INNOCEAN Canada.

The entire campaign, from strategy to execution, was managed by INNOCEAN Canada. This included media planning, site selection, and precise targeting strategies to ensure that the campaign reached the right audience at the right time. Launching nationally on September 16, the campaign spans digital, broadcast, and social platforms to maximise engagement and awareness.

INNOCEAN Canada has been Hyundai Canada’s full-service Agency of Record for over 15 years, handling strategy, media, sponsorship, creative, CRM, experiential, social media and creator partnerships. TUCSON Stories marks a significant leap forward for both Hyundai and INNOCEAN, underscoring the agency’s commitment to being a centre of excellence in social and content-driven marketing.

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