The FIFA World Cup 2026 is just a month away, and the battle of the ads has begun. The world’s most-watched sporting event provides an opportunity to reach a global audience of billions, and brands are aiming to tap into fans’ passion for the sport with cinematic storytelling, nostalgia and a sprinkling of AI.
The right ad can create a lasting impact, becoming part of football folklore in the collective memory long after the tournament ends. But who’s hit the net and who deserves a red card this time around? Here are the best and worst World Cup 2026 ads so far (also see our pick of the best World Cup logos of all time).
Adidas – Backyard Legends
Who could have imagined we would ever see Muad’Dib Timothee Chalamet in the back of a car with Trinity Rodman, Lamine Yamal, and Jude Bellingham? David Beckham makes an appearance too, mohawk and all thanks to some actually surprisingly non-intrusive AI work. And just when you think the cast can’t get any wilder, in come Bad Bunny and Messi.
The nostalgic ’90s vibe recalls iconic past ads from arch rival Nike. With great pacing, Timothee’s earnest performance and a message focused on the sport and grassroots participation rather than the product, this a firm contender for the best World Cup ad of 2026. It’s not often that you hear people calling for an advert to made into a movie or series.
Fernet Branca – We are Unbearable
Fernet Branca, the Italian amaro that’s wildly popular mixed with cola in Argentina, has scored a winner with its strong localised approach to World Cup advertising. The ad starts out with a touch of uncharacteristic self-deprecation, embracing other nations’ complaints that the Argentinians have been insufferable since their victory in Qatar in 2022. The tables then turn as fans of the Albiceleste hijack the song.
Created by Zurda Agency, the ad packs in knowing references to local memes and appearances from Latin American streamers and content creators, making it feel like an authentic cultural narrative as much as an ad. It also takes great advantage of the viral power of song at the World Cup – it’s already being embraced as an unofficial anthem for the Argentine national team
Lays’ Most Epic Watch Party
Messi and Beckham cross paths again in this World Cup ad from Lays (Walkers for readers in the UK and Ireland). The No Lay’s, No Game campaign has been running for four years now, but it’s been such a success that Lays didn’t really need to do anything new.
The ad also features Alexia Putellas, Thierry Henry and Steve Carell, along with some unsuspecting shoppers, who are invited to a World Cup viewing party for fans – provided they have Lays. As well as the film, the long-term campaign has a WhatsApp group featuring live reactions and voice notes presented as if they’re from the stars of the campaign. It has over 10 million followers, showing how well Lays has tapped into the passion of fan engagement.
Powerade – Power Your Fate
Powerade gets poetic in its World Cup advert with Lamine Yamal and Rodrygo, putting a surprisingly artistic spin on the traditional energy drink themes of preparation, discipline and a winning mindset.
Created by WPP Open X, the ad focus on athletes’ preparation but also sees players transformed into works of art including painted murals, sculpted statues and a bronze facade on a stadium for a striking and memorable impact.
Lego – Everybody Wants a Piece
It’s nice to see that Lego’s learned from past experiences and posted its World Cup advert with the hashtag #HonestlyItsnotai in a bid to head off potential accusations. No AI here, just some “behind-the-scene magic”, which includes the use of traditional effects and body doubles, it says.
Like Adidas and Lays, the brand’s assembled an impressive cast of big names, with Messi, Ronaldo, Mbappé and Vinícius Jr competing to build a Lego World Cup. Again, there’s a twist that reframes the World Cup as belonging to the fans rather than just the stars, championing creativity and fan empowerment, making this one another winner.
It seems the Cola Wars have now become a battle of who can use generative AI in the least egregious way. Pepsi’s Football Nation ad is less of an eyesore than the Coca-cola Christmas advert, and doesn’t destroy a whole brand legacy, but the AI can still be quite distracting at times.
Featuring David Beckham again, the focus is on football banter among fans as they debate the rules for a Football Nation. It’s a frenetic, playful and inclusive take on football culture that upstages Coca-Cola’s official sponsorship of the World Cup.
Coca-Cola – Uncanned Emotions
Speaking of Coca-Cola, despite it being an official sponsor, its Uncanned Emotions bucks the trend of featuring big name footballers in this year’s World Cup ads. Instead, its stars are the commentators Peter Drury and Luis Omar Tapia, who voice the English and Spanish versions of the ad respectively.
But instead of seeing football, we’re treated to a series of inane AI shots of Coca-Cola cans being tapped, opened, thrown and spilled, which isn’t as exciting as the brand seems to think. It’s a clever enough idea to highlight the role of the commentators, but by making the brand the hero of the story, the ad feels flat and generic.
Budweiser – Let it Pour
Budweiser brings in Erling Haaland and Jürgen Klopp and lays on the nostalgia, along with some surreal humour in this advert. The mood feels suitably epic, but the message seems to be that Budweiser is the brand to choose if you plan to throw a beer on the floor rather than drink it. I won’t argue with that, although it has tough competition from…
The Coooors Call
The Coooors Call reimagines Argentine commentator Andrés Cantor’s iconic “GOOOOAL” shout as its own brand name. Short and simple, it’s memorable and raises a chuckle, but this ad feels like it’s hijacking football for product placement more than celebrating the sport.
Duracell
If you’re wondering how Messi has managed to appear in so many World Cup ads while also (I hope) training with Argentina’s team, Duracell might have the answer. This campaign for the battery maker reveals Messi to be a robot powered by a pair of double AAs. It’s the typical Duracell message but feels overly commercial, lacking the emotional or cultural depth of the best World Cup adverts of 2026.
What do you think? Let me know in the comments if you disagree of if there’s a World Cup advert I’ve missed.
