Here is The Drum’s Fifa World Cup 2022 ad round-up, where you’ll find the latest campaigns from around the world.
The World Cup is always a momentous moment for brands to celebrate the beautiful game. Though we’re several weeks from kick-off on November 20 in Qatar, brands have already begun to launch their advertising efforts.
Coca-Cola was quick off the mark, releasing its family-focused ad three months ahead of the event, while beer brand Budweiser’s star-studded spot followed shortly after.
Here’s a round-up of the latest World Cup work.
Coca-Cola: A Kind Of Magic by Universal Music Group
Coca-Cola and Universal Music Group have recorded a cover of Queen’s iconic track ‘A Kind of Magic’ to celebrate the tournament.
Building on the brand’s ‘Believing is Magic’ campaign, the reworked 1986 hit is a collaboration between Egyptian rapper Felukah, soulful Saudi Arabian singer-songwriter Tamtam and Latin artist Danna Paola.
QNB Group: Dream Bigger by Pitch Sports
Qatari Bank QNB Group has released this uplifting ad that hopes to showcase that every achievement starts with a dream. It features football legend Neymar Jr, as well as social media sensation Khaby Lame.
Puma: Fearless by LaFourmi
Puma’s spot featured FOTs (Football Obsessed Teens) and the ‘Puma Fam,’ which includes top footballers such as Neymar Jr, Antoine Griezmann and Memphis Depay, plus younger players including Nikita Parris, Christian Pulisic and Romeo Beckham.
The ad – a combination of sports, fashion, music and youth culture – begins on a bus where one of the youngsters mentions Neymar Jr’s ‘fearless’ state of mind during play. This word resonates with the friends and comes to life throughout the film.
Fox Sports: The Most Wonderful Time of the Year by Hungry Man Productions
Mad Men star Jon Hamm stars as Santa Clause in this Fox Sports campaign, but he’s not the only famous face in the ad. Queen of Christmas Mariah Carey, football legend Tom Brady and actress Ellie Kemper all feature in the fun commercial.
Coca-Cola: Believing is Magic by M&C Saatchi
Coca-Cola partnered with legendary barber Mark Maciver and his East London barber shop SliderCuts to offer free trims for football fans in return for sharing their Fifa World Cup promises – which they have vowed to keep if their team wins. Some of the promises made by people included changing their middle name to the name of their favorite player, buying fifty footballs for fans who can’t afford them and picking up playing football again.
Hyundai: Goal of the Century by BTS
Popular South Korean boyband BTS recorded this anthem for car manufacturer Hyundai to tout its sustainability pledge. In the spot, the group performs on a rooftop while video footage of football fans is interjected throughout. It’s the second spot in the ‘Goal of the Century’ campaign, with an earlier film dropping in April that featured Steven Gerrard.
Budweiser: The World Is Yours To Take by Lil Baby
Grammy award-winning rapper Lil Baby released this single to be featured as one of eight tracks soundtracking the event. It samples the chorus from the Tears For Fears hit Everybody Wants to Rule the World, and will be part of the rapper’s performance later this year at the Budweiser Hotel in Qatar.
Budweiser: The World Is Yours To Take by Wieden+Kennedy
Budweiser excited football fans with a fast-paced spot that featured Lionel Messi, Neymar Jr and Raheem Sterling. The football legends lead a group of animated fans down the player tunnels and on to the pitch.
Coca-Cola: Believing is Magic by WPP
Coca-Cola was super early with this spot, which starred a passionate football fan walking down the street, dreaming of her team winning the tournament.
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