Hyundai's World Cup play stars Son Heung-min and an unexpected teammate

Hyundai has launched its "Next starts now" integrated marketing campaign in the US ahead of the FIFA World Cup 2026, featuring football star Son Heung-min and a surprise appearance by Boston Dynamics' Atlas robot.

As the official mobility partner of the FIFA World Cup 2026, Hyundai's campaign centres on a 60-second film that debuted on 1 June. The spot stars Son, who is also Hyundai Motor's global brand ambassador, alongside five emerging football talents.

The film opens with an emerging football talent arriving at a training ground, declaring himself the future of the sport. The scene then cuts to him playing in a packed stadium before shifting to another rising player loading his football gear into a Hyundai vehicle on his way to the match.

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As the action unfolds, Son joins the players on the pitch. A young female footballer then appears, challenging perceptions of who truly represents football's future. She is followed by an emerging Brazilian player and a teenage talent from England, with all five players eventually coming together in the stadium.

The film concludes with Boston Dynamics' Atlas robot making a surprise appearance to kick off the game, before ending with the tagline: "Next starts now." The campaign film will be supported by 30-second and 15-second versions running across FIFA-related programming.

Beyond the hero film, Hyundai is rolling out a multi-channel marketing push spanning social media, influencer partnerships, out-of-home (OOH) advertising, digital and streaming platforms, as well as on-ground fan experiences throughout the tournament.

According to Hyundai, the campaign is designed to connect football, culture and mobility under a single platform that extends beyond traditional advertising.

On social media, Hyundai will introduce a range of fan-focused activations, including "Next-gen predictions", where players share tournament forecasts, and "Celebration cam", which encourages fans to upload their goal celebrations using Hyundai Palisade dash cam technology. Other initiatives include an interactive "Rapid fire matchups" series and "We're next", a content series spotlighting emerging football talent.

The brand is also launching "Powered by next", a social content series highlighting individuals shaping culture across FIFA World Cup host cities through sport, fashion and lifestyle. The content will run across TikTok, Meta, YouTube and creator partnerships.

Offline, Hyundai will host activations at FIFA "Fan fests" in Atlanta, Los Angeles, Miami and New York. Fans can take part in football-themed experiences such as speed kick challenges, trivia games and celebration-focused activities.

The campaign will also be supported by large-scale OOH placements across host cities, stadium corridors and cultural hotspots. Additional touchpoints include dealership activities, merchandise, CRM initiatives, Hyundai's website, point-of-sale materials and digital advertising across Google, YouTube and Meta platforms.

Earlier this year, Hyundai also organised youth football camps across several FIFA World Cup host cities. Football legends Mia Hamm and Tim Howard participated in the programme, which combined football training sessions with Hyundai brand experiences.

The campaign was developed in partnership with Hyundai's agency of record, INNOCEAN USA, while media planning and buying were handled by Canvas.

"With our 'Next starts now' campaign, we are drawing parallels between the next generation of soccer stars and Hyundai's vision for future innovation, neither are waiting for tomorrow, but rather confidently shaping the future today," said Sean Gilpin, chief marketing officer, Hyundai Motor America.

He added, "The creative reflects the ambition of these young players, challenging convention and redefining the sport, much like Hyundai does with its commitment to advanced mobility and robotics. As the Official Mobility Partner of FIFA, Hyundai isn't here to watch–we're here to play, and we wanted our U.S. media strategy to reflect that we're ready NOW to share what's next with fans everywhere."

The latest campaign comes as Hyundai continues to invest in culture-led marketing initiatives beyond the automotive category. Last month, Hyundai backed K-Everything, a four-part original series on CNN hosted and executive produced by actor Daniel Dae Kim. The series, which airs on CNN International and streams on HBO Max, explores South Korea's growing influence across music, film, food and beauty.

The partnership signalled Hyundai's broader shift from product-focused messaging towards cultural storytelling, as the automaker seeks to deepen its connection with global audiences through its Korean heritage.

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