The average age of a soccer player debuting in one of Europe’s “Big Five” leagues is 21.7 years old, according to the International Centre for Sports Studies. That means tomorrow’s superstars are literally just kids right now.
Who might they be? Hyundai has picked a few out of the crowd.
In a new 60-second spot—the anchor for its “Next Starts Now” World Cup marketing drive—Hyundai and agency of record Innocean USA assembled five determined aspirants in a series of vignettes that spotlight their fancy footwork.
“If you’re looking for the future of football, it’s going to be me,” 16-year-old Da’vian Kimbrough of Mexico informs the camera.