With the 2026 FIFA Men's World Cup held in Canada, Mexico and the United States in full swing, brands have been making the most of the global event to get their products across to football fans watching the games, whether in person or tuning in to them on TV.
Big companies have long deployed their best creative marketing efforts during the World Cup and other major sports events, with this World Cup edition involving celebrities from in and out of the pitch to promote brands ranging from Adidas and Pepsi to Irn-Bru.
Let's have a look at this World Cup's best adverts, starring anyone from Beckham to Messi, with cameos from Timothée Chalamet, Will Ferrell and more.
Adidas - Backyard Legends
Directed by Beverly Hills Cop: Axel F's Mark Molloy, Adidas's short for the World Cup stars Timothée Chalamet as a fast-talking street hustler not too far from his Marty Supreme table tennis pro.
The cinematic ad looks at the Safdie brothers' New York City as Timmy rounds up a team of three shiny football stars - Trinity Rodman, Jude Bellingham and Lamine Yamal - to beat a seemingly invincible backyard trio. Plus, there are cameos from Messi and digitally de-aged versions of David Beckham, Alessandro Del Piero, and Zinedine Zidane.
Stella Artois with David Beckham
David Beckham and Elvis Presley is the combination you never know you needed as Belgian beer company Stella Artois brings them together in a new ad celebrating the love of the game.
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As the King's 'Can't Help Falling in Love with You' plays on, fans at a pub appear to forget they're holding pints of beer and go ecstatic as Stella rains down on them. Beckham, however, doesn't rush in and rewards his own patience with a well-deserved sip of Stella.
Budweiser - Let It Pour
On a similar note to Stella Artois, Budweiser also went with raucous fans and beer spilled everywhere as former Liverpool manager Jurgen Klopp states that "it's happening again".
Madness ensues as a group of Argentina fans transport a goat through the streets, a Japanese businessman emerges with his entire face painted, and more football lovers celebrate chaotically. "It's time we let it pour," Klopp declares as he enjoys his Budweiser while wisely holding onto his umbrella.
Irn-Bru - We're Made in Scotland from Girders
The best of Scotland has teamed up to mark the Tartan Army's return to the World Cup after last scoring a place in the competition in 1998. It's a momentous occasion for Scotland, celebrated by a brand new World Cup anthem by Belle and Sebastian, 'It Only Takes One Lion'.
As Scotland's most beloved soft drink, Irn-Bru has brought singer Susan Boyle, Franz Ferdinand frontman Alex Kapranos, comedian Paul Black and footballer John McGinn together for a nationwide party and a tongue-in-cheek song.
Pepsi - Pepsi Football Nation
Another David Beckham appearance in this year's Pepsi ad - about the rules of a utopian Football Nation, one where Gordon Ramsay preps your snacks for the game, offside is taught in universities, and football is "officially classified as cinema". Cue a montage of film-like ads-within-ad clips where footballers Mohamed Salah, Alexia Putellas, and Vinícius Jr live their best Marvel dreams. Absolute cinema.
Coca-Cola - Uncanned Emotions
Coca-Cola appeals to the senses with an advert featuring the voice of sports commentator Peter Drury and a montage of the ups and downs that football fans know well. With the colours of the popular drink - red and white - taking centre stage as fans nervously watch and react to a rollercoaster game, cans of Coca-Cola are opened (with the unmistakable hiss), spilled and nervously tapped on until the inevitable goal is scored.
Jim Beam with Tim Howard
It doesn't get more American than this Jim Beam ad where a man on a lawnmower casually bulldozes his way through the settings dear to football - or well, soccer - fans across the pond.
We're talking backyard barbecues, packed living rooms and "dive bars that smell like winning", as the man encounters US goalkeeper and former Manchester United goalie Tim Howard.
Lego - Everyone Wants a Piece
The Danish construction toy company has gathered some of the best male football players for a clever ad where they all take turns in building the Lego World Cup trophy, adding a piece.
Kylian Mbappé, Cristiano Ronaldo, Vinícius Jr and Lionel Messi sit at a spinning circular table, competing to get to slot in the last piece of the trophy, with a surprise at the end.
Adidas - La Preparación Americana
One of Adidas's ads for this year's World Cup sees a trio of football greats, Florian Wirtz, Lamine Yamal and Lionel Messi, go to great lengths to prepare for the tournament.
Wirtz dribbles past several people on the pitch before scoring past a hockey goalie, Yamal tames a mechanical bull, and Messi uses his left foot to win big at a bowling alley.
Brahma with Ronaldo
This ad is a love letter to Brazil, with the men's national football team taking part in this year's World Cup with a chance to earn its sixth title. The Brazilian beer company leans into the anxiety of the fans, with nerves giving way to joy and hope when spontaneous games erupt in the streets.
Legendary player Ronaldo smiles knowingly as the ball crashes through the window of an Italian trattoria, where a confused Baggio lookalike reenacts the 1994 penalty miss that handed victory to Brazil. The ad closes with Brazil's current manager, Carlo Ancelotti, having a pint of Brahma and saying: "This is Brazil. Let yourself believe."
Nike - Rip the Script
Nike has assembled a host of celebrities - from Kim Kardashian and Channing Tatum as Erling Haaland's double to Ted Lasso star Jason Sudeikis in character - alongside a bunch of today's best in the game for an impromptu football event taking over a Hollywood sound stage.
As the tagline suggests, players Vinícius Jr, Nico Williams and Bruno Fernandes flip the script on a demanding director and start doing what they do best, involving the entire studios, with cameos from LeBron James, Zlatan Ibrahimović, Blackpink's Lisa, and more.
Lay's - Bandwagon with Will Ferrell
Barbie star and Los Angeles FC part-owner Will Ferrell drives a Lay's yellow 'bandwagon' across the US in a nod to football fans only joining in for big sports events like the World Cup.
"A bandwagon fan. The biggest insult in sports," Ferrell says from behind the wheel. "Now usually them's fighting words. But this summer, during the FIFA World Cup, it's an invitation for all Americans to join the bandwagon."
Ferrell picks up football fans, old and new, from all corners of the US as David Beckham makes yet another cameo. The former Manchester United and Real Madrid star is lured onto the bandwagon thanks to a bag of "salt and vinny" crisps (good) and the promise to drive on the left (bad).
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