Seoul, South Korea — Hyundai Motor is putting human potential and robotics innovation in the spotlight with the launch of its new global campaign film “Next Starts Now,” featuring South Korean football star Son Heung-min and Boston Dynamics’ Atlas robot.
As part of the FIFA World Cup 2026™ platform, at the heart of the campaign is a 60-second cinematic film that brings together Son Heung-min, Atlas, and five rising football talents across the world as symbols of the next generation shaping the future of both sport and innovation.
Through the creative, Hyundai Motor draws parallels between emerging football stars and advancing robotics technology, reinforcing its belief that the future is not something people wait for, but something they create today.
The campaign also celebrates Hyundai Motor’s 27-year partnership with FIFA, using football’s biggest stage to showcase the brand’s vision for progress, innovation and the next generation of talent.
“‘Next Starts Now’ captures the essence of who we are as a brand… We’re thrilled to share this vision with football fans across the globe during the FIFA World Cup 2026™,” shared Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company.
Beyond the hero film, the campaign will expand through a series of fan engagement initiatives designed to connect football, culture and technology.
Earlier this year, Hyundai Motor hosted youth football camps across Atlanta, Miami, New Jersey and Los Angeles, featuring football legends Mia Hamm and Tim Howard, with participants taking part in coaching sessions, experiential activities and opportunities to win tickets to the FIFA World Cup 2026.
Hyundai Motor is also set to bring the campaign to life via immersive fan experiences at FIFA Fan Festival sites in Los Angeles, Atlanta, Miami, Toronto, Guadalajara and Monterrey, as well as the NYNJ World Cup 26 Fan Zone in Queens, New York.
Additional campaign extensions include the “School of Football” content series featuring Son Heung-min and Atlas, the FIFA Museum’s “Legacies of Champions” exhibition at Rockefeller Center, and the “Be There With Hyundai” National Team Bus campaign showcasing children’s artwork from around the world.
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