Hyundai Motor, the first-ever auto brand to win the USA TODAY Ad Meter ratings, has made an impact on the World Cup stage, revving up a new campaign that blends innovation with the next generation.

The “Next Starts Now” creative is the latest chapter in the brand’s “Progress for Humanity” story, a technology-forward vision that aims to advance innovation in mobility and robotics.

Entering Hyundai Motor’s 27th year as a FIFA partner, the impactful mission has been amplified on the international platform of the global event, where the target audience spans from fans who are watching the matches to teams that need a ride to the stadium to the dreamers who will one day be the stars on the World Cup pitch.

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‘Next Starts Now’

Hyundai Motor’s drive goes beyond unveiling the latest automotive wares, too, with the brand also tapping into a partnership with Boston Dynamics and what’s quickly becoming two familiar faces.

Meet Atlas and Spot.

The humanoid and quadrupedal robotic pair are at the forefront of cutting-edge analytics, which have also added to an impressive marketing splash during the first month of the games. Atlas appears in the commercial alongside the brand ambassador and captain of the South Korea team, Son Heung-min, and has also been an influencer of sorts for the campaign teaser on Instagram.

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However, the true star of the spot returns to the origins of Hyundai Motor’s objective: community, youth, and forward thinking.

“‘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,” Sungwon Jee, executive VP and global CMO at Hyundai Motor Company, said in a statement. “With every match, we see what’s next—new talent, fresh energy, and new possibilities—reflecting our commitment to progress and to leading change.”

“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,” added Son Heung-min. “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.”

The brand took those proactive principles and put them to action, too, which has included hosting soccer camps at four host cities—Atlanta, Miami, New Jersey, and Los Angeles—for children ages 6 to 12, plus a global contest called, “Be There With Hyundai,” which opened up the drawing board for children ages 5 to 12 to submit artwork in support of their favorite national teams.

Art imitating life, indeed.

USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.

Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight will take a broader, overall view of how brands are impacting the global audience during the five-week run.

This article originally appeared on Ad Meter: Soccer star Son Heung-min and Atlas the humanoid robot headline Hyundai World Cup ad