Hyundai’s FIFA Women’s World Cup Campaign Celebrates 130 Years of Women’s Soccer

Featuring a short film spotlighting historical milestones within the sport’s history.

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Hyundai Motor Company has been a proud supporter of the FIFA Women’s World Cup since 1999, and for this year’s games, the global automaker is highlighting its new “Goal of the Century” campaign. The initiative celebrates women soccer players worldwide and their 130-year-long journey to achieve inclusivity within the sport, which is also highlighted in the campaign’s film “How Far We’ve Come.” The video takes a look into the past and the struggles women had to endure just to be considered players of the game. Women surely have made their mark since then, and in these present times, the short film is a reminder of not only how far the sport has come but how its bright future will be shaped by the next generation.

“How Far We’ve Come” follows a young girl who jukes and dribbles through history showcasing her immense talent as a soccer player. You see her going from spectator to player during the Victorian-era, then making her way to the first women’s soccer match, then right into the 2023 FIFA Women’s World Cup Tournament. Even the uniforms portrayed in the story reflects how the game has evolved for women, from taking the field in long dresses, to long-sleeves and long skirts, right down to the modern-day kits that showcases how soccer is played in the modern era. The video also alludes to authority figures from the past disapproving of women playing the sport, which was a very real thing in women’s soccer history. Now, the FIFA Women’s World Cup is one of the most celebrated sports events in the world, watched by millions and recognized by countless young girls who want to achieve their professional dreams to play on the grand stage.

 

 

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For Hyundai, the film not only celebrates the rich history of women’s soccer but acts as a source of inspiration for the next generation of women soccer players. “I’m proud to have led this year’s GOTC campaign celebrating women’s football and all of its remarkable achievements,” says Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company. “I hope it serves as a source of inspiration and hope for many footballers and fans out there.” The short film showcases Hyundai’s long-standing partnership with the FIFA Women’s World Cup, which dates back to 1999. The 25-year alliance is visualized through a cameo by the brand’s iconic models, including the PONY, IONIQ 5, and the IONIQ 6, Hyundai’s latest EV, driving past a young girl practicing her dribbles – symbolizing future generations.

The “Goal of The Century” campaign celebrates women athletes and pushes for inclusivity in the sports world. It was directed by Nicole Ackermann who completed the project alongside an all-women lead production team. The whole production team also had experience playing soccer in the past, serving as a unique opportunity for each team member to infuse their passion for the sport onto the campaign.

Fans can learn more about Hyundai’s “Goal of the Century” campaign in the special pop-up exhibition “Calling the Shots: Faces of Women’s football,” on view at the FIFA Museum in Sydney. Follow Hyundai on Instagram to get the latest updates.

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