The World Cup of Adverts: Brands Compete to Entertain, Not Just Sell
Ahead of the World Cup, brands are releasing star-studded, long-form ads that resemble short films more than traditional commercials, aiming to engage viewers through entertainment.
As the World Cup approaches, major brands are engaged in a fierce advertising battle, trying to surprise fans with entertaining content rather than simply promoting products. Nike, Adidas, Irn-Bru, and others are releasing mini-movies featuring not only footballers but also pop culture icons.
Nike's ad 'Rip the Script' shows Erling Haaland with his stunt double Channing Tatum, along with Kylian Mbappé, Cristiano Ronaldo, Ted Lasso, Kim Kardashian, LeBron James, and others. The nearly six-minute spot has garnered attention on social media.
Meanwhile, Adidas' five-minute video 'Backyard Legends' features Timothée Chalamet, Lionel Messi, Jude Bellingham, and a younger David Beckham playing in a neighbourhood tournament. Other brands like Budweiser, Pepsi, and Lego are also joining the competition.
Advertising journalist Gurjit Degun from Campaign notes that these ads focus more on cultural engagement and lifestyle rather than selling products. 'Young people don't want to feel like they're being marketed to,' explains Nike's executive creative director Caleb Jensen.
Smaller brand Irn-Bru takes a different approach, celebrating fan culture in its ad featuring Susan Boyle and other Scottish artists. 'We can't compete with big budgets, so we have to be original,' says Lucky Generals' chief creative officer Shelley Smoler.
Experts predict ads will become even longer and more like Super Bowl spots, especially as the US is a host nation. Additionally, this year's tournament will have quarters, allowing broadcasters to insert more commercial breaks.
