The World Cup of adverts: How brands are competing to entertain, not simply sell
Major brands are shifting their advertising strategies for the World Cup by creating long-form, cinematic content featuring celebrities from sports, music, and entertainment. These high-budget commercials aim to entertain audiences rather than simply promoting products.
Why it matters
This reflects a broader trend in marketing where brands leverage 'cultural capital' and celebrity influence to maintain relevance in a fragmented media landscape.
Share Save Add as preferred on Google Paul Glynn Culture reporter Nike/Palace/England/Adidas/Irn-Bru Clockwise from top left: Wayne Rooney, Kim Kardashian and son Saint West, Susan Boyle and Timothée Chalamet have all featured in adverts in advance of the World Cup Almost six minutes into Nike s frenzied recent football-themed advert, Norwegian superstar striker Erling Haaland finally leaps into life.
The article provides an objective overview of marketing trends in the entertainment industry.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in