Key facts
- Brands are producing longer, cinematic commercials for the FIFA Men's World Cup, featuring numerous celebrities and athletes.
- The focus has shifted from direct product selling to cultural engagement and entertainment.
- Advertisers are using major stars and creative storytelling to cut through a saturated market.
- Some campaigns, like Irn-Bru's, specifically celebrate fan culture rather than just athletic performance.
- More content is expected to be released throughout the tournament.
Brands are increasingly prioritizing entertainment and cultural engagement over direct product sales in their advertising campaigns, particularly around major events like the FIFA Men's World Cup. Advertisers are producing longer, star-studded commercials that resemble mini-movies to capture audience attention.
Nike's recent "Rip the Script" advert, for example, features football superstars Erling Haaland, Kylian Mbappe, and Cristiano Ronaldo alongside a diverse cast including actor Channing Tatum, Kim Kardashian and her son Saint West, rappers Travis Scott and Central Cee, Blackpink's Lisa, and basketball icon LeBron James. The cinematic commercial, which dropped ahead of the Fifa Men's World Cup, is one of several lengthy, star-studded videos released by brands.
Adidas followed with a five-minute offering featuring actor Timothée Chalamet assembling "Backyard Legends" like Lamine Yamal, Jude Bellingham, and Trinity Rodman, with appearances from Bad Bunny, Lionel Messi, and a digitally recreated young David Beckham. Palace Skateboards, in collaboration with Nike and England, released an advert where former captain Wayne Rooney delivers a patriotic speech inspired by Shakespeare.
Industry experts note a significant shift towards "entertaining content" over traditional advertising. Advertising journalist Gurjit Degun suggests companies are focusing on cultural engagement and lifestyle, moving away from solely selling products like football boots or drinks. This trend is also visible in other sectors, such as Christmas adverts, and brands may be adopting a Super Bowl-style approach due to the US co-hosting the World Cup.
Production companies are increasingly aiming to create "absurdist entertainment" that people "hate commercials." Tom Berendsen, managing director of Business/Club, states that "selling products is dead" and brands must entertain to gain attention. This involves hiring directors and production companies known for creating entertainment like music videos and short films. Oscar-winning director Alejandro González Iñárritu's 2010 Nike ad, "Write The Future," is cited as an early example of this trend.
To stand out in a "saturated" advertising space, brands are leveraging "big brand ambassadors" with cultural significance. However, this approach is very costly. Some campaigns, like Irn-Bru's music video "We're Made in Scotland from Girders," focus on celebrating fan culture and the fan experience rather than athletic prowess. This approach aims to be "very human and easy to relate to" by highlighting the "experiences and challenges" fans face.
More content is expected from brands like Nike and Irn-Bru throughout the tournament, with potential adjustments based on team performances.