Hyundai Launches ‘The Mark of a Warrior’ Campaign

• Hyundai transforms iconic Hyundai Hope on Wheels handprint into a symbol of strength, resilience and hope in the fight to end childhood cancer
• Cinematic hero spot, “Little Warrior,” serves as foundation of a bold, fully integrated campaign inviting owners, dealers and communities to join the fight against childhood cancer
• More than 6,000 custom Warrior Gowns will bring armor-inspired designs to children undergoing cancer treatment nationwide
• Scarlett Johansson debuts as the new Hyundai brand voice, extending into future campaigns

FOUNTAIN VALLEY, Calif., Sept. 9, 2026 – Hyundai Motor America today launched The Mark of a Warrior, a new national campaign supporting Hyundai Hope on Wheels®, a 501(c)(3) nonprofit organization dedicated to helping end childhood cancer. Built around the iconic Hyundai Hope on Wheels handprint, the campaign transforms a long-standing symbol of hope into a powerful emblem of courage, resilience and determination. Through advertising, social media, community activations and partnerships, the campaign honors young cancer warriors while inviting communities nationwide to join the fight.

With a child diagnosed with cancer every 36 minutes, the need remains urgent. Over the past 28 years, Hyundai Hope on Wheels, supported by Hyundai, its dealers and every new Hyundai sold, has contributed more than $300 million to pediatric cancer research, helping improve outcomes for more than 40,000 children[1]. Through The Mark of a Warrior, Hyundai is calling on Americans to help put childhood cancer on notice and bring every warrior home.

“Childhood cancer knows no borders, and neither should our commitment to the children and families facing it,” said José Muñoz, president and CEO, Hyundai Motor Company. “For more than 28 years, Hyundai Hope on Wheels has supported the fight against pediatric cancer and drawn inspiration from the remarkable strength we’ve witnessed in young patients and their families. The Mark of a Warrior campaign celebrates that strength, shares their stories and reminds all of us why this work matters. As a global company, we believe every child, regardless of where they live, deserves hope, access to care and the opportunity for a healthier future.”

“Little Warrior” Campaign Spot
The campaign launches with a cinematic 60-second hero spot titled “Little Warrior.” The spot celebrates the extraordinary spirit of children facing cancer and the network of support that surrounds them, while reinforcing Hyundai Hope on Wheels’ mission to help end childhood cancer.

The spot will air nationally on Sept. 9 with hero placements surrounding the opening game of the professional football season. The spot will run across broadcast, streaming, digital and social channels throughout National Childhood Cancer Awareness Month in September and beyond.

“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,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “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.”

Caption: The Mark of a Warrior campaign comes to life across a 360-degree campaign featuring stories of real-life warriors like Jackson. See their stories at HyundaiWarriors.com.

Scarlett Johansson Debuts as Hyundai’s New Brand Voice
Acclaimed actress, producer and director Scarlett Johansson narrates “Little Warrior,” making her debut as Hyundai’s new brand voice. Johansson helps bring to life the courage, resilience and determination that define The Mark of a Warrior.

Known for her authenticity, versatility and cultural impact, Johansson brings a distinctive blend of strength, sophistication and humanity that embodies Hyundai’s “Progress for Humanity” vision. As Hyundai continues to push boundaries through bold storytelling, Johansson’s voice will extend across future brand campaigns and initiatives.

“Hyundai’s commitment to people and purpose is what made being a part of this partnership so compelling,” said Scarlett Johansson. “As a voice of the brand, I’m excited to help tell stories that reflect those values. The Mark of a Warrior campaign is an inspiring first chapter, reminding us of the power of community to make a difference.”

The Handprint: A Symbol of Strength
For children fighting cancer, every day is a battle. Reimagined as The Mark of a Warrior, the Hyundai Hope on Wheels handprint transforms hope into action, serving as a badge of courage, resilience and belonging.

Caption: Reimagined as The Mark of a Warrior, the Hyundai Hope on Wheels handprint transforms hope into action, serving as a badge of courage, resilience and belonging.

Inspired by the tradition of warriors marking themselves before a challenge, the handprint represents the strength, determination and fighting spirit of children facing cancer. It also serves as a rallying point for the community standing beside them, uniting families, survivors, researchers, healthcare professionals, dealers and supporters in the shared mission to end childhood cancer and help bring every warrior home.

Warrior Gowns
In collaboration with Brave Gowns, Hyundai transforms traditional hospital gowns into Warrior Gowns, with armor-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.