The report says Nike has entered the contest with *Rip the Script*, a production featuring Erling Haaland, Kylian Mbappé and Cristiano Ronaldo alongside figures from music, film and popular culture.
That mix includes Kim Kardashian, Travis Scott, Central Cee, Lisa of Blackpink and LeBron James, with the footballers sharing the screen rather than carrying the entire campaign alone. The message is clear: World Cup attention is no longer owned exclusively by the sport.
Adidas has reportedly answered with *Backyard Legends*, bringing Lamine Yamal, Jude Bellingham and Trinity Rodman into a fictional neighbourhood tournament assembled by actor Timothée Chalamet. Bad Bunny, Lionel Messi and a digitally rejuvenated David Beckham also feature.
Caleb Jensen describes the advertising contest as “uma Copa do Mundo em si” - a World Cup in itself. The phrase reflects the scale of the ambition. These campaigns are built to be watched, shared and discussed even by people who are not actively shopping for boots, shirts or drinks.
The report also attributes the shift to changing audience habits. Younger viewers appear increasingly resistant to obvious sales pitches, while long-form stories and celebrity cameos can create a more natural entry point. Products remain visible, but they sit inside a world designed to entertain first.
Not every brand is chasing the same blockbuster template. A campaign involving Wayne Rooney uses Shakespearean language and national identity, while Irn-Bru reportedly focuses on Scottish fan culture with Susan Boyle, John McGinn and Alex Kapranos.
As the tournament approaches and progresses, the next challenge will be sustaining attention beyond one viral launch. The report says Nike and Irn-Bru have more material to come, ensuring the advertising World Cup may continue long after the first whistle.