With Engerland safely through to the knockout stages, we can properly get into watching the World Cup. And its many, many ad breaks.

Here a few of the ‘back of the net’ hits…

1. Light up the World Cup

As an official tournament sponsor, Bud has spent a few million to make sure we know it. Their cheer-activated vending machine campaign ran before kick off and gave fans more than free beers.


2. Lionel Messi - Destined To Lift The World Cup

Gatorade tells the animated story of Little Leo – covering all ground from Messi-proof football skirts through to a dream awakening – in an ad nearly as long as a football match. Is the trophy Lionel’s destiny in 2018? Lucky for Argentina, they beat Nigeria to reach the next round.

3. Team for Pirlo

To promote Mcdonald’s new McDelivery service, two famous French and Australian ex-national team players help poor old Andrea Pirlo choose a new country to support. Because Italy didn’t qualify. Great delivery from Marcel Desailly and Ubereats.

4. Dream big with Lidl

Check out the world class performances by three lions in this charming campaign by Lidl, sponsors of the England team.

5. Don’t miss a goal

Finally, this campaign featuring the retired Ibrahimovic is a winner. Smooth and effortless saves the day when there’s a scoring opportunity and you’re at the bar. Sat next to Zlatan.

A few non-official sponsorship campaigns have cheeked their way through the system. Notably this one…

6. Game on

As an unofficially ‘international football tournament’ supporter, Carling are celebrating a whole summer of football by hiding 100 gold cans inside multipacks – netting the lucky buyers a grand each. These ads are only on the very small screen, purely social media.

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As always, there are a couple of misses…

7. Get your TV for free

In what should have been a dead cert for Britain’s biggest TV seller, Currys missed a great opportunity to do something a bit more original and get behind VAR replays. The surprise hit of the tournament’s group stages.

8. Live the game

Yet another Gogglebox parody with a football twist, only without the spark, flair or originality expected from an LG Oled ad on the box. Penalty.

Jo Richards

Jo Richards

Senior Copywriter