__twocolumncontent.jpg)
In this branded content spot, Hyundai celebrates 130 years of women’s soccer, taking viewers on a journey through time from the 19th century all the way through to the 2023 Women’s World Cup, which is being played now in Australia and New Zealand.
Hyundai has sponsored the Women’s World Cup since 1999. Last year, it introduced its “Goal of the Century” global campaign at the men’s FIFA World Cup in Qatar.
Entitled “How Far We’ve Come,” the above film begins with a girl in a long skirt picking up a stray soccer ball and going on to defiantly dribble it past a group of boys, showing off her skills along the way. It then moves on to the first British Ladies’ Football Club match in 1895, the British FA banning women’s soccer in 1921, the first official international women’s soccer match in 1971, and, finally, our heroine makes her way to the 2023 Women’s World Cup.
The film also includes cameos of generations of Hyundai cars appearing alongside each scene’s protagonist. Featured are the Pony, Hyundai and Korea’s first independent model; the IONIQ 5, which was inspired by the Pony; and the IONIQ 6, Hyundai’s latest electric vehicle.
The campaign’s core message of equal opportunity also is amplified in the brand’s Global Goal 5 Accelerator program, in partnership with Common Goal. The program supports grassroots activities intended to nurture girls’ dreams. An eight-day youth festival, “Football for Good,” provides girls with opportunities to learn about social issues through workshops and cultural programs.
In addition to its FIFA Women’s World Cup efforts, Hyundai is sponsoring female Indian cricket players, partnering with non-profit organization Empowering Auto in Canada to recognize women in the auto industry, and joining forces with Surfing Australia to create the first grassroots national women’s leaderboard, among other initiatives.
READ MORE: Adweek