Hyundai Unveils ‘Next Starts Now’ Campaign for FIFA World Cup 2026 With AI Robots and Youth Focus

Hyundai Motor has made a significant mark on the global stage, becoming the first automotive brand to win the USA TODAY Ad Meter ratings. The company is now leveraging this momentum with a new campaign that combines innovation with the next generation of technology and talent.

The “Next Starts Now” campaign is the latest chapter in Hyundai’s ongoing “Progress for Humanity” story. This initiative highlights the brand’s forward-thinking vision, focusing on advancements in mobility and robotics. As Hyundai Motor celebrates its 27th year as a FIFA partner, it continues to amplify its mission on the international platform of the World Cup. The campaign targets a wide audience, from fans watching the matches to teams needing transportation to the stadium, and even the dreamers who may one day be stars on the pitch.

A Creative Campaign with a Strong Message

The “Next Starts Now” campaign is more than just a marketing effort—it reflects Hyundai’s commitment to progress and innovation. The brand has partnered with Boston Dynamics, introducing two robotic figures that have become central to the campaign: Atlas, the humanoid robot, and Spot, the quadrupedal robot. These cutting-edge machines are at the forefront of advanced analytics and have contributed to the campaign’s impressive marketing impact during the first month of the games.

Atlas appears in the commercial alongside Son Heung-min, the captain of the South Korea team and a brand ambassador for Hyundai. The robot has also played a role in promoting the campaign through an Instagram teaser, showcasing the brand’s unique approach to blending technology with sports.

Focusing on Community, Youth, and Innovation

While the technological aspects of the campaign are impressive, the true focus remains on community, youth, and forward thinking. According to Sungwon Jee, executive VP and global CMO at Hyundai Motor Company, the campaign aims to bring the future directly to fans.

“‘Next Starts Now’ is Hyundai’s global campaign for the FIFA World Cup 2026, bringing our vision of ‘Progress for Humanity’ to life. Rather than waiting for the future to unfold, we’re bringing it directly to fans,” Jee said. “With every match, we see what’s next—new talent, fresh energy, and new possibilities—reflecting our commitment to progress and to leading change.”

Son Heung-min, who also supports the campaign, added, “I strongly believe that the future belongs to those who chase it, and that mindset drives me to work harder every day and stay ready for whatever comes next. The belief that ‘Next Starts Now’ is one that I share with Hyundai Motor, and together, we are playing a role in driving the future forward.”

Engaging the Next Generation

Hyundai has taken its proactive principles to action by hosting soccer camps in four host cities—Atlanta, Miami, New Jersey, and Los Angeles—for children aged 6 to 12. Additionally, the brand launched a global contest called “Be There With Hyundai,” which invites children aged 5 to 12 to submit artwork supporting their favorite national teams.

This initiative reflects Hyundai’s dedication to inspiring the next generation and fostering a sense of community through sport and creativity.

The Broader Impact of the Campaign

The “Next Starts Now” campaign is part of a broader strategy that goes beyond traditional advertising. It aims to create a lasting connection with fans by integrating innovation, community engagement, and youth development.

USA TODAY’s Ad Meter Brand Spotlight has been tracking these efforts, highlighting how brands like Hyundai are making an impact during major sporting events. Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight takes a broader view of how brands are shaping the global audience over the five-week event.

Through its innovative approach, Hyundai Motor continues to demonstrate its commitment to progress and its ability to inspire the future.