Hyundai’s new commercial by Innocean USA doesn’t feature a car. The cinematic film, Little Warrior, features a young girl fighting a huge monster in a Roman gladiator setting. It leads the US campaign, Mark of a Warrior, supporting Hyundai Hope on Wheels, a non-profit organisation helping to end childhood cancer. The film was directed by MJZ director, Matthijs van Heinjningen with VFX by Untold Studios. Scarlett Johansson narrates Little Warrior, making her debut as Hyundai’s new brand voice.

A child is diagnosed with cancer every 36 minutes in the US. Over the past 28 years, Hyundai Hope on Wheels, supported by Hyundai, its dealers and every new Hyundai sold, has contributed more than US$300 million to paediatric cancer research, helping improve outcomes for more than 40,000 children. The new campaign calls on Americans to help with donations.

“The Mark of a Warrior is inspired by the children and families we’ve met through Hyundai Hope on Wheels over the past 28 years,” stated Sean Gilpin, chief marketing officer at Hyundai Motor America, Hyundai’s release. “These children are true warriors, and this campaign gives their strength a national platform. By reimagining our iconic handprint, we’re using the power of storytelling to inspire action, shine a light on their stories and rally communities in the fight against childhood cancer. That’s what ‘Progress for Humanity’ looks like in action.”

The spot went to air around the opening game of the professional football season on September 11, and is continuing now on broadcast, streaming, digital and social channels throughout National Childhood Cancer Awareness Month in September and beyond.

Hyundai has also collaborated with Brave Gowns, to transform traditional hospital gowns into Warrior Gowns, with armour-inspired designs that help children feel strong, confident and empowered throughout treatment. More than 6,000 gowns are expected to be distributed to hospitals through 2026 and incorporated into Hyundai Hope on Wheels events nationwide.

On the campaign site, HyundaiWarriors.com, are the stories of five childhood cancer survivors who serve as the faces of the campaign. And Hyundai Hope on Wheels will host Warrior Rallies at select professional football games and soccer matches, as well as other live events across the US, bringing together patients, survivors, healthcare professionals, dealers and local communities to celebrate young warriors and raise awareness for the fight against childhood cancer.