The World Cup of adverts: How brands are competing to entertain, not simply sell
The World Cup of Adverts: Brands Rivaling the World Cup in Creative Spectacle
The World Cup of adverts - As the FIFA Men’s World Cup approaches, the realm of advertising has transformed into a global competition dubbed The World Cup of adverts. Brands are no longer just selling products—they're crafting cinematic experiences that capture the same thrill as the world’s most-watched sporting event. A prime example is Nike’s latest campaign, Rip the Script, which features Norwegian football star Erling Haaland. The ad opens with a striking scene of Haaland on a film set, alongside his stunt double, US actor Channing Tatum, before erupting into a high-octane action sequence that highlights his talent and charisma. This effort brings together elite athletes like Kylian Mbappé and Cristiano Ronaldo, while also incorporating stars from pop culture, including the fictional soccer coach Ted Lasso, Kim Kardashian and her PSG-backed son Saint West, and rappers Travis Scott, Central Cee, and Blackpink’s Lisa.
Amidst the fervor surrounding the World Cup, basketball legend LeBron James takes a cameo as a minority owner of Liverpool FC, joining Ronaldo in a scene that leans heavily into superhero-like storytelling. The ad’s dramatic flair and extended runtime have sparked widespread online discussion, signaling a growing trend where ads are no longer mere promotions but full-fledged mini-films. This shift is evident in Adidas’s five-minute offering, which saw Timothée Chalamet lead a playful neighborhood tournament featuring Lamine Yamal, Jude Bellingham, and Trinity Rodman. Additional stars like Bad Bunny, Lionel Messi, and a digitally restored version of young David Beckham added both cultural relevance and nostalgic appeal to the campaign.
A New Era of Advertising
Creative directors at Nike, including Caleb Jensen, have observed a surge in excitement around these campaigns. “It’s very exciting to see brands putting their best foot forward,” Jensen says. “It feels like The World Cup of adverts is becoming a cultural phenomenon in its own right.” This sentiment is shared by other industry leaders, such as Brahma, Budweiser, and Pepsi, which have also embraced the trend. Even household names like Lays Crisps and Lego are joining the fray, aiming to resonate with audiences through storytelling rather than straightforward product pitches. The result is a shift in advertising strategy that prioritizes engagement over interruption.
"Young consumers no longer want to feel like they're being marketed to," explains Blair Warren, Jensen’s creative partner. "They crave content that feels authentic and immersive, not just sales pitches." This insight underscores a fundamental change in how brands approach their audiences. By blending entertainment with product promotion, advertisers are creating narratives that linger long after the final whistle."
Industry analysts note this movement reflects a broader redefinition of what advertising can achieve. “These ads are less about selling items like football boots or fizzy drinks and more about capturing the spirit of a global event,” says Gurjit Degun, a marketing expert. “They tap into shared cultural moments, fostering a sense of connection that traditional commercials often miss.” The trend extends beyond the World Cup, with examples like Waitrose’s festive rom-com The Perfect Gift, starring Keira Knightley and Joe Wilkinson, which uses a compelling storyline to evoke holiday joy. This approach not only entertains but also positions brands as part of the cultural conversation.
Super Bowl-Style Innovation
With the United States hosting a major World Cup event, brands are adopting strategies reminiscent of Super Bowl ads. Tom Berendsen, managing director of production company Business/Club, highlights this with a surreal Skittles ad starring Elijah Wood as a magical horned woodland creature. His team focuses on “absurdist entertainment,” targeting viewers who have grown weary of conventional commercials. “To make anyone care, you have to entertain them,” Berendsen states, “which is easier said than done.” This innovative approach challenges traditional formats and encourages creativity in capturing attention.
Meanwhile, shorter ad versions—such as Instacart’s retro-pop music video with Ben Stiller and Benson Boone—have appeared on television during match breaks. These concise clips direct viewers to watch the full-length versions online, aligning with the idea of “hydration breaks” that transform football matches into a structured four-quarter format. This strategy allows broadcasters to integrate more promotional material without overshadowing the game. As the World Cup of adverts continues to evolve, brands are leveraging its global scale to push the boundaries of what advertising can become—a form of storytelling that rivals the very events it promotes.