Perspective shapes everything. It changes how we see brands, audiences, creative, strategy, and even the problems we’re trying to solve.
This month, we’re taking a short detour from healthcare marketing to look at one of the biggest creative stages in the world, World Cup advertising. Global sporting events have always been a proving ground for brands. As always, the goal isn’t to decide who’s right. It’s to understand how different perspectives shape the way we experience the same work.
Who brought their creative A-game?
Nathan Juarez, Executive Creative Director, weighs in on the creative execution behind this year’s World Cup advertising.
When billions of people are watching an event that only comes around every four years, it’s hard to pass up the opportunity. The World Cup gives brands one of the biggest stages in advertising. But if you’re going to borrow that much attention, you’d better earn your place on the field.
Kalshi made no sense at all. “I don’t understand,” the dentist said. I agree, and what is Kalshi anyway?
Starbucks gets, to put it in the language of the game, a red card. Telling everyone there’s no cup like your cup felt gratuitously self-aggrandizing.
Pantalones tequila left me with one question. Why would you name your tequila “Pants?”
Setting aside the sports brands that naturally leaned into soccer, Uber Eats was the clear standout. It leaned into a universal truth: you don’t leave the couch when your favorite team is playing. That insight fit perfectly with Uber Eats’ promise of convenience.
Gordon Ramsay has been in just about every commercial lately, but there was something genuinely fun about watching a guy who’s built a career teaching people to cook — and has written countless cookbooks — telling you to order takeout instead. It’s the kind of inside joke that rewards you for knowing who the celebrity is, much like some of the best moments in Nike’s full Rip the Script film.
On-brand: check. World Cup relevance: check. Smart use of celebrity: check.
Who had a game plan worth following?
Before I pull out a couple of ads from the list on YouTube of “All the 2026 World Cup Commercials” that I’ve gone through, a few thoughts of my own from being an interested party (EN-GER-LAND, EN-GER-LAND!!!!) who is trying to tune in when possible.
My first thought is why do we have sooooo many David Beckham ads? Home Depot, Stella Artois, Pepsi, Lenovo, Lay’s. And that’s just from memory. There may be more. I don’t think anyone wins in this situation.
I don’t believe that Beckham exclusively uses these brands. I feel he is just cashing in on his fame. And it looks like it. It doesn’t feel at all authentic or genuine. And I’m not sure the brands win either because Beckham becomes “rent-a-celeb” rather than having any real reason for being associated with the brand. It looks like what it is… a business transaction. Beckham’s bank balance swells enough for him to maintain his lifestyle. The brands feel the aura of fame. Integrity and authenticity go by the wayside.
Incidentally, and in total contrast, a famous English footballer, Gary Lineker, who played in England, Spain (Barcelona), and Japan and was England’s top world cup scorer until Kane recently broke his record, was associated with Walker’s crisps (chips) for a couple of decades. Walker’s were made in Leicester. Lineker was born and played for Leicester. He undressed on national tv when Leicester won the Premier League because of a long odds bet! He didn’t advertise for any other brand. It was a genuine partnership. The ads were voted ninth in a poll of 100 Greatest TV ads. Walker’s even renamed their “salt & vinegar” flavor “salt & Lineker” in the late 1990s. Lineker spent decades as the main BBC football presenter and is now a national institution. He has credibility. The partnership helped establish that.
There are too many ads of soccer celebs kicking a ball around in an unusual location, or people cheering in bars. There are some IRL meets video game culture meets AI which make for super high and often surreal energy but ultimately feel like bright shiny object time. Perhaps the talk value will be sufficient to justify it.
There are some nice product ads, including LEGO special editions (Ronaldo, Messi — again! — Vinicius Jr and Mbappe) which is a more interesting use of celebrity, especially when baked into the product. The Apple Air Pods 3 ad with Vinicius Jr is good; it would work without a celebrity, so the idea passes the “rent a celeb for awareness” test. There were some real creative and interesting ads from Mexico and Argentina, with the tagline “Smell your best when you look your worst.” I’ll leave you to imagine the multitude of ways to execute that idea. The Airbnb ad “The world is meant to meet” wasn’t too gushy either.
My top favorites are inside the variation on a boring theme Nike spots though. The monster six-minute film has the predictable celeb footballers unwilling to do what the advertising director tells them and rampage off set kicking the ball around and doing all the clever but predictable tricks. The bits I love are the short spots of the celebs, not playing football but making fun of themselves and their image. It’s so much better than sports celebs doing bad acting or tricks.
My two favorites are Haaland in a lotus position oblivious to the chaos around him, waiting for the moment to move (just like how he plays the game) and best of all is Zlatan Ibrahimovic, a brilliant and self-possessed ex-player. He is so arrogant but knows it, so isn’t. The best spot is Zlatan interviewing Zlatan and then the credits to the end of the interview roll and every credit is Zlatan. That is good advertising. Simple, truthful and a little bit of an inside joke.
Now, back to the serious business; the games themselves!
First impressions
Sometimes the most honest reaction is the first one. In this section, we show campaigns to Unlockers and see what stands out immediately.
We asked marketers from across Unlock to watch this year’s World Cup advertising and simply react. No brief. No scoring rubric. Just first impressions.
The Adidas film quickly emerged as the creative favorite. Several people said it felt less like an advertisement and more like a short film, with Timothée Chalamet carrying a story that was engaging enough to forget you were watching branded content. That sparked an interesting debate. If people remember the film more than the brand, is that a creative success or a marketing problem?
The team also couldn’t help noticing how much longer these campaigns have become. At a time when marketers are constantly told audiences only have patience for fifteen-second videos, many of the biggest World Cup spots ran five to eight minutes. Brands seemed willing to invest in stories people would actively choose to watch and share.
Celebrity casting drew mixed reactions. Some felt familiar faces elevated the work when they genuinely served the idea. Others wondered whether football legends and Hollywood stars are becoming interchangeable endorsements that generate attention without strengthening the brand itself.
Several people also pointed out that the strongest campaigns rewarded viewers who already understood the personalities, rivalries, and inside jokes surrounding the sport. Rather than explaining everything, they trusted the audience to already be in on it.
Several Unlockers found themselves talking about attention itself. These campaigns asked people for five or even eight minutes of their time, and many of them earned it. That prompted an interesting discussion about whether audiences are more willing than we sometimes assume to invest in a well-told story when the creative gives them a reason to stay.
What else is shaping our perspectives?
A look at what we’ve been building, writing, and sharing lately. The latest from Unlock across blogs, books, and webinars.
The battle over purpose, not pixels: AHA challenges intent standard in healthcare website tracking lawsuits – Melissa Plazcowski
The AHA’s brief in Stein v. Edward-Elmhurst could reshape healthcare website tracking lawsuits by focusing courts on intent rather than analytics tools.
Google’s Preferred Sources feature could change how healthcare brands show up in AI Search – Luke Farkas
Google’s new Preferred Sources feature may signal a major shift in Answer Engine Optimization (AEO). Learn why healthcare organizations should think beyond visibility and start building preference in AI search.
Why senior living exposes healthcare marketing’s biggest challenges so clearly – Larry Williams
Senior living exposes a reality healthcare marketers often overlook: many healthcare decisions are identity decisions shaped by fear, uncertainty, and trust.
Healthcare marketing AI strategy: yours, mine, and ours – Luke Farkas
Healthcare marketers are asking what they should do with AI. Learn what to own, what expertise to borrow, and how to build a healthcare marketing AI strategy that fits your organization.
Unpopular opinions with Christian Barnett: Why healthcare marketers should spend more time thinking about mustard – Christian Barnett
In this episode of Unpopular Opinions, Christian explores why market leaders should look beyond their own category for inspiration and what healthcare marketers can learn from brands facing similar strategic challenges.
AI and creativity: the capability behind the tool – Nathan Juarez
AI is changing creative work, but the capability behind the tool still matters most. Explore how experience, judgment, and perspective shape better outcomes in healthcare marketing and beyond.
The AI adoption paradox: the technology is ready. Is your organization? – Brian Storts with Mike Petrone
AI success depends more on people than on technology. Learn why change management is the missing ingredient in successful AI adoption and implementation.
Proactive menopause care is reshaping women’s health – Tracy Cobb
Menopause care is transforming women’s health. Learn how a health risk assessment supports earlier intervention and preventive care during this stage of life.
New resource library and free e-book: AI in healthcare marketing.
There is no “right” AI strategy in healthcare marketing — only yours. Our latest e-book (no form fill required) serves as a guide to deciding what AI work matters for your organization and helps you answer the questions:
- Who are we?
- Where do we sit right now?
- What is the one advantage we have that no one else can copy?
In addition to our e-book, our AI resource hub includes helpful tips and strategies including:
- Five signs your AI strategy is stalling
- Three questions healthcare marketing leaders aren’t asking enough
- How to know if you’re operating at early AI fluency
