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.

The post Hyundai Motor empowers integration of human potential, robotics innovation via new global campaign film appeared first on MARKETECH APAC.

Developed with TBWA\Media Arts Lab, Seoul, the campaign features Son’s signature goal celebration reimagined as a custom Genmoji in LAFC’s black and gold kit. The activation draws parallels with the high-profile displays that welcomed Lionel Messi to Inter Miami CF but this time extends across two continents.

The billboards will appear simultaneously in Seoul’s city centre and in Los Angeles’ Koreatown, reflecting Son’s deep ties to both communities.

The initiative also highlights Apple TV’s role as the exclusive home of MLS Season Pass, which streams every regular season and playoff match globally without blackouts. Son’s first LAFC home game will be available only on Apple TV this Sunday, August 31, at 7:45 p.m. PT.

Alongside the physical displays, images of the billboards will be shared through Apple TV’s official social media channels, including X, Instagram, and Facebook.

The post Apple TV celebrates Son Heung-Min’s iconic goal pose with Genmoji-powered OOH in Seoul and LA appeared first on MARKETECH APAC.

Professional football player, Son Heung-min and TUMI have also worked together, and personally autographed a range of memorabilia and goods for the pop-up event.

The pop-up has a sculptured front that was designed to mimic the lines of the TUMI 19 Degree Aluminum and also features a selection of TUMI’s avant-garde Hypercraft design concepts. 

At the centre of the pop-up, an artwork titled ‘TUMI Hypercraft Sculpture’ by American artist and perceptual art pioneer Michael Murphy pays homage to TUMI’s revered 19 Degree design. This sculpture, composed of suspended elements arranged in a complex pattern, takes centre stage and plays with the viewer’s perception. As one moves around it, the sculpture creates an illusion, seemingly transforming a 19 Degree Aluminum piece into the distinctive letter ‘T’ of the TUMI logo.

Victor Sanz, creative director at TUMI, said, “We’re thrilled to be presenting a manifestation of our brand and the Fall 2023 collection through the Fall 2023 Essentially Beautiful Pop-Up. TUMI’s relentless pursuit of excellence and passion for what we do is displayed beautifully through the installations. Collaborating with Michael Murphy and Son Heung-min underlines our obsession with finding beauty in the details and constantly elevating performance.” 

Meanwhile, Heung-min expressed, “I’m thrilled to be a part of TUMI’s pop-up – and even more so that we’re in my home country. Excited that everyone gets to experience the Essentially Beautiful campaign in this special place.” 

The post TUMI launches pop-up experience in South Korea, collaborates with football player Son Heung-min appeared first on MARKETECH APAC.

The ad, titled ‘The Year of Your Tiger’, features a montage of people saying ‘this is my year’, implying the inspiration they got from Son, who notes that the Year of the Tiger is inspiring him to target his boldest ambition yet – to win a major trophy for his country. In addition, the campaign’s message notes that through dreaming big and never giving up in the face of adversity, Son overcame challenges with courage and determination.

Speaking about the campaign, Son said that he is delighted to partner with Tiger Beer in this movement to inspire people everywhere to own this year by embodying the spirit of the Tiger.

“Tigers are strong in the face of adversity and never back down from a challenge, they’re always bold and determined. I’ve always tried to have the courage to never give up on my dreams – even in the most difficult times. The Year of the Tiger is the perfect opportunity for all of us to dream big and focus on uncaging our true selves,” he stated.

The campaign was created by Publicis One Team Tiger in Singapore and is directed by The Sweet Shop’s Fausto Becatti. The campaign will roll out in all Tiger markets starting with Asia, Oceania and Brazil. In addition, it will kick off a year-long creative platform led by Son where over the next 12 months, Son and a cast of influential voices across Asia Pacific will share personal stories about dreaming big and how they intend to make the Year of the Tiger their own year. 

In regards to the campaign direction, Sean O’Donnell, global brand director at Tiger Beer explained that Tiger Beer was born from defying the odds with a bold and courageous spirit. He added that Son is a global icon who perfectly embodies this spirit of Tiger Beer – he is courageous, confident and unstoppable.

“We believe that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible – but few of us are able to uncage it. We are delighted to be working with Son to inspire people everywhere to use the Year of the Tiger as the catalyst to realize their true selves,” O’Donnell said.

Meanwhile, Melissa Teoh, global marketing manager for communications and digital at Tiger Beer, commented, “Tiger Beer’s brand DNA is all about inspiring people to dream big and pursue their own path, just as Son has done. In the Year of the Tiger, we plan to go beyond simply inspiring people to pursue their passions but will also empower people to do so. We’re excited to start rolling out these programs over the coming months.”

The post Football icon Son Heung-Min invites everyone to pursue their boldest ambitions in latest Tiger Beer ad appeared first on MARKETECH APAC.