The FIFA World Cup 2026 is here and the eyes of the world are watching. Brands are

capitalising on this with campaigns that function as their own cultural events.

The Celebrity Arms Race

Nike’s “Rip the Script” campaign features a sprawling montage of top-tier footballers

alongside prominent actors and musicians. Its massive cast list is matched only by the

number of locations and set-ups.

The core film serves as the anchor for a wider digital ecosystem of content. It is

supplemented by extra features distributed across the social accounts of its featured

contributors. It’s not a 30 second TV spot, it’s an international, multi-media festival of video.

Adidas scored first with “Backyard Legends,” placing Timothée Chalamet in an urban

street-football tournament alongside a who’s who of the football world, and Super Bowl Half

Time Show star Bad Bunny.

The production uses de-aging CGI to integrate legendary players with current stars like

Lamine Yamal and Jude Bellingham. The GOAT Lionel Messi makes an appearance too.

The end products are different but the strategy is basically the same: throwing stacks of cash

at celebrities, not just pro athletes, and placing them all in mini Hollywood movies.

Maybe the execs worried that “soccer” stars couldn’t carry the ads in the US alone. One

thing is for sure: they don’t mention the specs of their kits or football boots.

Modern consumers are bombarded by advertising across a variety of always-on, shiny

screens. And as a result they have grown to actively ignore direct sales pitches. Leading

creatives bypass this by delivering a Trojan horse of entertainment.

“Young people don’t want to feel like they’re being marketed to.” Blair Warren,

Executive Creative Director at Nike

Advertising journalist Gurjit Degun, who writes for Campaign Magazine told BBC News that

current campaigns prioritise cultural engagement and lifestyle alignment over product

comms.

Tom Berendson, Managing Director of production company Business/Club, went as far as

claiming that selling products is dead. Brands must entertain their audience to generate any

meaningful engagement.

But not ever start-up and challenger brand can stump up for a seconds-long Channing

Tatum cameo, so how do they possibly compete?

Same way they ever did: by getting creative.

Creativity vs. Budget

Producing blockbuster entertainment costs bank. But a strong idea, executed well doesn’t

need a Hollywood star to sell it.

The iconic 1998 Nike World Cup campaign featuring the Brazil national team in an airport

terminal remains legendary due to its strong visual storytelling. We don’t just think about the

iconic players, we think about head tennis through airport security.

The image remains burned in our heads (if you’re old enough to remember it). Even the music

plays as great a starring role as the players. You might not speak Portuguese,

but you could take a stab at the hook.

Celebrity sells, but so does creativity.

The recent cinematic campaign for Auk indoor smart-gardens proves this point perfectly. The

film features zero celebrity appearances. It builds engagement through a dramatised conflict

between Auk and corporate entities mass-producing short-lived supermarket herbs.

The Hollywood aesthetic and deliberate pacing keep viewers hooked while indirectly

previewing the product. No tech specs, just vibes, and the engagement on social has bee

stellar.

Dominating the Conversation

Broadcast networks are maxxing their revenue during the World Cup, thanks to controversial

mid-half water breaks.

While supposedly for player welfare, these pauses were predictably used as advertising

slots on US TV, during the tournament opener. There will be plenty more ads screened

before the trophy is lifted in around a month.

A lot of ads will be seen, but not all will be remembered. Those that are will be remembered

for their concepts and their imagery rather than their budget.

Are you ready to tell a story that moves people to remember your brand?

Drop us an enquiry today.