Hyundai debuts global campaign film for the 2026 World Cup

Hyundai Motor Company (Hyundai) has unveiled its FIFA World Cup 2026 global campaign film "Next Starts Now". The 60-second video features next-generation football talents alongside Son Heung-min and Boston Dynamics' Atlas robot.

The campaign presents a powerful narrative - the future doesn't arrive tomorrow, it starts now. By drawing parallels between Hyundai's innovation, the next generation of football talent, and advancements in robotics, the film showcases how young athletes and emerging technologies are shaping the future on a global stage.

Building on the campaign, Hyundai Motor has rolled out a series of initiatives, which include hosting youth soccer camps, the introduction of immersive fan experiences at major tournament locations, a "School of Football" content series, the FIFA Museum's "Legacies of Champions" exhibition at the Rockefeller Centre, and the "Be There With Hyundai" National Team Bus campaign.

The film will air globally across approximately 180 countries via television, digital and social plat'forms. Interested viewers can watch it now on Hyundai's YouTube channel.