BBC Global News today announces the launch of a month-long multiplatform sponsorship campaign with Hyundai. The deal sees Hyundai become the exclusive sponsor of ‘Memories of the Future 2045’ – a series of six short films and a half-hour documentary produced by BBC Studios’ Science Unit which will be broadcast on BBC World News – the BBC’s global television news channel, which is available in 450 million households across 200 countries and territories around the world. It will be accompanied by six articles on BBC Future, which will also host the films. The deal reflects Hyundai and BBC Global News’ mutual desire to examine the issues facing the planet and showcase solutions from across the world.
Narrated by Ivor Novello-winning and multi-million selling musical artist KT Tunstall, ‘Memories of the Future 2045’ deep dives into the hopeful solutions we need for a better, healthier planet. The programme features leading voices and experts on everything from the future of energy to housing, food to aviation, and cities to fashion. The story is told as though it is already 2045 and radical changes have taken place. It includes a number of interviews with global sustainability leaders such as Danish inventor, Professor Henrik Stiesdal, who helped create the first offshore wind farm, climate scientist Angel Hsu, Professor Dilys Williams – founder of the Centre for Sustainable Fashion – and Professor Cheong Koon Hean from the Centre For Innovative Cities – the first women to head Singapore’s Urban Development Agency and the visionary behind the greening of Singapore.
In addition, BBC StoryWorks – the commercial content studio of BBC Global News – is creating a bespoke 30-second piece of commercial content to appear in ad breaks around the programme. The ad focuses on ‘generation one’ – children being born today who could be the first generation to benefit from a carbon-neutral world. It features Hyundai Motor Group’s Executive Chair, Euisun Chung, speaking about his desire to create a more sustainable future for them.
Thomas Schemera, Executive Vice President and Global CMO of Hyundai Motor Company, said: “Collaborating with global media platforms like the BBC allows us to advance our Progress for Humanity vision and help further the collective understanding that we – people, brands and businesses – all have a responsibility to act.”
The deal also includes the renewal of Hyundai’s successful sponsorship of BBC Future Planet. Future Planet is the BBC’s home for in-depth, evidence-based stories on potential solutions addressing the pressing environmental challenges around the world. Launched last year in response to growing audience interest in sustainability, Future Planet was the first major online publication with a sole focus on climate change that also aims to be as close to zero carbon as possible.
Hyundai’s previous campaign involved the creation of a documentary-style commercial film by BBC StoryWorks, highlighting Hyundai’s partnership with the ocean conservation organization, Healthy Seas, to combat ocean pollution, nurture sustainable marine ecosystems, and support a circular economy. Earlier this year, the company also ran two advertising campaigns around Earth Day and Environmental Day 2021.
Further advertising will run around some of the BBC’s wide range of coverage for COP26 2021. In the run up to the event, the BBC has extensive plans which aim to bring audiences to the heart of November’s summit with special programming, news, and digital coverage.
Under the banner of Our Planet Now, the BBC’s global services will deliver unrivaled and comprehensive coverage of COP26, as well as a wide range of programming throughout the autumn and winter exploring, in-depth, the topics of environmental sustainability and the world’s changing climate. It includes reporting and analysis led by the BBC’s first-ever Climate Editor, Justin Rowlatt, and Science Editor, David Shukman, as well as reporters on the ground across the globe, including West Africa Correspondent Mayeni Jones, South Asia Correspondent Rajini Vaidyanathan, and Australia Correspondent Shaimaa Khalil.
Sean O’Hara, EVP of International Advertising Sales at BBC Global News, said: “We are delighted to continue building on our work with Hyundai through this global sponsorship campaign. With climate change currently at the top of the news agenda, this series, along with the BBC’s extensive range of coverage across its platforms, raises important issues which our global audience cares deeply about. ‘It is a powerful examination of how innovation allows us to instigate meaningful change and protect our planet.”