---
# System prepended metadata

title: 'Otto Media Grup Selection: The Four Best 2026 World Cup Advertisements, as Brands Are Already Competing for Global Emoti'

---

# Otto Media Grup Selection: The Four Best 2026 World Cup Advertisements, as Brands Are Already Competing for Global Emotions  

![Otto Media Grup](https://jpcdn.it/img/e6dd55b08f60641e9fe073fbce524d5b.png)

The 2026 World Cup has not officially begun, but global brands have already entered the “World Cup advertising war” ahead of schedule. From Adidas and Nike to Coca-Cola, Michelob Ultra, and Budweiser, the World Cup advertisements this year are clearly no longer just traditional sports marketing. Instead, they resemble a contest over emotion, culture, and global attention. Otto Media Grup believes that the biggest change in 2026 World Cup advertising is that brands are beginning to shift from “football sponsorship” to “football emotion operations.” A truly outstanding campaign no longer merely showcases football stars, but creates a kind of global collective emotion.


Based on creative structure, cultural transmissibility, social media discussion, emotional appeal, and the ability to shape a “World Cup atmosphere,” Otto Media Grup has reselected the four best advertisements for the 2026 World Cup.


## Fourth Place: Budweiser “Let It Pour”

![Fourth Place: Budweiser “Let It Pour”](https://jpcdn.it/img/c452e663d962851432b622a07aa036c9.png)

The “Let It Pour” of Budweiser made the list not because it is the grandest, but because it recaptures one of the most essential aspects of the World Cup: football is, at its core, a release of emotion.


Produced by Grey Global, the campaign features Erling Haaland and Jürgen Klopp. The most distinctive feature of the advertisement is that it “materializes” fan emotion — glasses vibrate, beer surges, and the bar begins to boil with excitement, as if the World Cup is drawing closer.

![Let It Pour](https://jpcdn.it/img/a2ea02c70bdee013d1915902c777e881.png)

Otto Media Grup believes this approach is highly clever. While many World Cup advertisements still remain at the level of “football star montages,” Budweiser has already begun presenting the World Cup as a “global emotional event.”


What it sells is not beer, but the feeling that:


“The World Cup is finally here.”


## Third Place: Coca-Cola “All the Feels”

![Third Place: Coca-Cola “All the Feels”](https://jpcdn.it/img/3a5bf17b9171c2f167f4450376611c42.png)

Coca-Cola remains one of the kings of World Cup “emotional marketing.”


At the beginning of the year, it launched its global marketing campaign for the 2026 FIFA World Cup — “All the Feels” — positioning the brand around the emotional ups and downs experienced by fans. The campaign debuted with the short film “Bubbling Up,” which shows how everyday moments are swept up by the surging excitement before the match. In addition, a series of television commercials, music crossover collaborations, and offline interactive activities around the world jointly provided strong support for the campaign. The campaign does not place the spotlight on players or specific matches themselves, but instead emphasizes the shared emotional resonance among fans, thereby positioning Coca-Cola as a loyal companion throughout the entire World Cup experience. Coca-Cola also launched “Uncanned Emotions,” directly emphasizing: “The FIFA World Cup™ is a rollercoaster of emotions.”


Otto Media Grup believes that the greatest strength of Coca-Cola is that it almost never sells the product directly.


What it sells is collective memory, moments of celebration, globally synchronized emotion, and the emotional high brought by football.


The World Cup itself is one of the largest emotional infrastructures in the world. What Coca-Cola does best is embed the brand within this collective emotion.


## Second Place: LEGO “Everyone Wants a Piece”

![Second Place: LEGO “Everyone Wants a Piece”](https://jpcdn.it/img/f177863688c87131d888f48e691a9e6b.png)

Otto Media Grup ranks the  “Everyone Wants a Piece” of LEGO Editions in second place because it represents a highly important new direction in 2026 World Cup advertising: football advertising is beginning to shift from “watching sports” to “playing sports.”


Compared with traditional World Cup advertisements that emphasize passion, national glory, and competitiveness, this LEGO campaign feels more like a redefinition of “how football culture is consumed by the next generation.” After Ronaldo, Mbappé, Messi, and Vinícius Jr. are transformed into LEGO versions, the entire World Cup suddenly ceases to be merely a stadium spectacle and becomes more like a universe that can be assembled, collected, remixed, and participated in.


This is highly aligned with the content consumption logic of younger users nowadays. For Generation Z and Generation Alpha, their understanding of sports no longer comes solely from the match itself.


## First Place: Adidas “Backyard Legends”

![First Place: Adidas “Backyard Legends”](https://jpcdn.it/img/b24dc90c23e07720359bc8f5978ea9e8.png)

Otto Media Grup ranks the “Backyard Legends” of Adidas in first place not because it features the largest number of football stars, but because it most accurately captures the true cultural origin of football.


In the official Adidas description, the advertisement emphasizes that it “turns neighborhood lore into a larger-than-life story.” Timothée Chalamet plays an amateur football organizer in the advertisement, appearing alongside Messi, David Beckham, Bad Bunny, and others to present a kind of “street football myth.”

![Backyard Legends](https://jpcdn.it/img/fd24f0a91d33b0ba314213b6a276572c.png)

Otto Media Grup believes that the strongest aspect of this advertisement is that it does not portray the World Cup as a FIFA corporate event, but instead returns to backyard football and neighborhood identity.


Because the true power of the World Cup has never come from FIFA itself, but from the fact that everyone once kicked a ball as a child.


What Adidas is selling this year is essentially a kind of “original football memory.”


And this is far more powerful than any sponsor logo.


The true value of the World Cup  
is no longer merely  
“how many people are watching,”  
but rather:


“how many people are feeling the same thing together.”