Hyundai Motor Company has rolled out a global campaign, 'Next Starts Now', to spotlight the launch of its School of Football, a FIFA World Cup 2026 platform featuring a Boston Dynamics' humanoid robot Atlas.  

The campaign comprises an ad film and uses football as a universal language to explore the future of human-centred robotics through expression, emotion and sport.

The film opens with a montage of teenagers from all over the globe, confidently declaring themselves the future of football, with their ages prominently highlighted to underscore the journey of young talent and potential. It then shifts to Atlas, the humanoid robot, as it discovers the passion, creativity and emotion that define the sport. Inspired by what it observes, Atlas embarks on its own learning journey, progressing from studying fans and players to mastering fundamental skills such as footwork, passing and shooting. Through Atlas' evolution, Hyundai Motor showcases how robotics can move beyond functionality to reflect human qualities like curiosity, adaptability and self-expression. As Atlas's skills develop, the film mirrors the growth and progression seen in young athletes, culminating in the robot successfully executing the highly technical 'Ghost Rabona.' In the final reveal, Atlas's age is displayed as just two years old, creating a striking parallel with the teenage footballers and reinforcing the remarkable pace of its learning and development.

What we think about it: By framing Atlas as a student of the game rather than a technological marvel, Hyundai creates a story about learning, curiosity and potential, giving the robot a distinctly human touch instead of presenting it as a cold, disruptive force. The final reveal of Atlas' age ties the narrative together brilliantly, transforming what could have been a showcase of engineering into a clever commentary on talent, growth and the future of football, while making robotics feel less intimidating and more relatable.

The campaign was released on YouTube on 1 June.