The Creative World Cup 2022 Adverts

As I write this I’m sitting at my desk looking out the window at a dull, grey, drizzly English day in November. Unusually for this time of year though, we have the 2022 Fifa World Cup in Qatar to brighten our outlook, starting in a few days.

Now, this World Cup has a lot of controversies, which is thoroughly deserved. Still, as per every FIFA World Cup, we like to curate a celebration of creative marketing and advertising, by showcasing our favourite World Cup advertisements from the sponsoring brands.

This year is certainly different in terms of amount and type due to several factors. For 1 having the tournament in Winter, rather than summer is a massive difference. This also leads to brands having to get the balance right between sporting commercial celebrations and Christmas family togetherness. Our current situation in World economics also comes into play. Any company that comes across as extravagant is not going to win any hearts and minds.

With that in mind here is our selection of the best FIFA World Cup advertisements of 2022.

The World Cup 2022 Sponsors’ advertisements

Family Reunion | Adidas

Adidas has brought us the greatest names in the modern game literally under 1 roof. Son, Messi, Benzema and a famous bus driver – Stormzy. Following their current strapline, as impossible is nothing, it celebrates teamwork, individuality and being the best you can be. Each player has their own unique strengths and together they make the ‘Adidas’ family.

Street | Coca Cola

Coca-Cola wants to connect the taste of its drink with the euphoria of celebrating. When the girl drinks coca-cola, the taste seems to spark a dream of being in part of a great moment in life. The excitement. The emotion. The thrill of being part of something bigger than you. Connecting with others and celebrating what could be. It’s all about drinking coca-cola and you can experience the best in life and maybe, just maybe, this year with be your year if you believe.

We Will Rock You at the FIFA World Cup Qatar 2022 | Qatar Airways

Qatar Airways want to bring the best of the best together, and in this World Cup, that’s their job. The best travel with them to Qatar and it’s the best journey. In fact a celebration for reaching the World Cup Finals. Join us and experience all the excitement, the exhilaration of the tournament and the thrill of winning. This is no ordinary tournament and this is no ordinary airline. Our goal is to rock your socks off.

The World Is Yours To Take | Budweiser

Budweiser wants to help us to be the best we can be. To overcome our fears and apprehensions and just go for it. Again another ad focussing on us and being a better us. And again Messi is the star of the show. That’s 2 out of 4 ads so far he’s appeared in. The tunnel is about the nerves we all get before we do something new or big. And it’s the same for our footballing stars. But if they can do it – so can you. I’m just not sure a 4 pack of Budweiser is the best way of achieving that greatness. [shrug]

Goal of the Century | Hyundai

Hyundai has gone for the biggest goal of all. Yes football has some great goals, but Hyundai want to score the greatest goal of all – Saving our planet. By buying Hyundai you are one with a company that is here to save us all. Not just for football every 4 years. And to deliver that message they have BTS and Steven Gerrard?! Seems a very odd combination? The ad looks like a boardroom compromise. BTS appeals to the young and non-footballers, Steven Gerrard to the older generation and football aficionados. Personally, the idea is interesting but doesn’t quite pull it off.

Every Four Years | Kia

Kia is here to remind us of the greatest of the World Cup. The competition, the excitement, the way it affects our lives every 4 years – no matter where we live in the world. How watching the greatest players in the world allows us all the belief in being better. A similar message to the Budweiser ad, this is designed to inspire us to achieve more and aspire to greatness. Personally, I prefer this one to Budweiser, the message is cleaner. The words show a great understanding of the World Cup and football and for me really captures the spirit of the competition. The World Cup is great because it is every 4 years – and not every year, and here it is perfectly captured.

Now the Broadcaster’s adverts

‘It’s the World Cup though’ | BBC Sport

An interesting take, compared to others, actually noting all the bad aspects of the World Cup. The way it changes people’s behaviour for the worse and how society seems to go a little bit backwards. But the message is, it’s only every 4 years – so why not, just go for it and enjoy it – it’s not permanent. I like that they have tried something different. A lot of the other ads are all about personal development, whereas this is definitely not. But it’s not very inspiring. It doesn’t make me look forward to the World Cup, which is disappointing based on previous BBC ads for World Cups.

It’s Coming (to your) Home! | ITV

ITV have done a far better job. I get goosebumps watching that ad. Seeing the history of the competition, some great moments on the pitch and how it affects the people at home watching or listening on the radio. This is something I can connect with. That was me growing up watching and listening at home. To see the potted history of the competition to get to Wales qualifying this year and setting us up for what is to come. Bring it on.

2022 FIFA World Cup will make the holiday season the most wonderful time of the year | FOX Soccer

Well from across the pond come a couple of ads from FOX Soccer that embraces the weirdness of the World Cup being on pretty much the same time as Christmas. With Santa now in a tiz, as he works hard to make sure he has enough, football gifts to meet the demand of the World Cup. Some nice touches in here with the fans singing on the terraces and Santa asking if they’re carolling.

2022 FIFA Men’s World Cup: Jon Hamm as Santa Claus gets his holiday cut short | FOX Soccer

Our second ad from FOX Soccer is actually the first ad, as it shows Santa on his summer holidays, relaxing before his busy time of the year. Only to get a panicked phone call from the North Pole as they find out the World Cup is on at the same time as Christmas. Realising he is now competing against Messi and Ronaldo for attention he quickly leaves his hols to return to work to sort it out. Leaving a turkey sandwich for the lady on the next sun lounger. Great inventive storytelling and a real joy to watch.

Other companies’ World Cup Ads

‘GOAT Experiement’ | Nike

Though not an official sponsor (Adidas got that one), Nike has still bought out the big guns for their epic ‘GOAT’ advert. Featuring the big stars of today, Ronaldo, Mbappe, Alex Morgan and Foden, as well as legends from the past, Ronaldo and Ronaldinho, their ad aims to settle which is the GOAT – The Greatest Of All Time. As the cinematography and football skills are plentiful it’s a whirlwind journey through footballing tricks, style and experience. You can’t be a football fan and not like this ad. It’s just pure excitement from start to finish.

Now Sports Direct are not an official sponsor, so have to be careful about what they can say and include in their ad, but this is great fun and captures the fun side of the World Cup (without actually saying World Cup). With some great footballers of the past, and especially concentrating on Eric Cantona, this is a compilation of 3 ads and how ‘Football’ this year is going to intrude on Christmas. Great fun, and well written and as a football fan, it really gets me excited for what is coming. My favourite.

Nutmeg Royale | Pepsi

Pepsi has Messi, Pogba and Ronaldinho finding themselves in competition with the locals to see who can do the most nutmegs. Some excellent cinematography and skills make this a fun action-packed ad, but it’s just so predictable from Pepsi. I enjoyed it the first time, but after that, there is nothing new to see. With big names like that you’d think there would be a bit more creativity than just football skills. I mean a football advert showing the skills of famous footballers – who would have thought of that!

Feast of Football | Aldi

Aldi has followed their recent Christmas tradition by using Kevin the Carrot again. This time in the airport with a few of his new friends, all named very similarly to famous footballers, but vegetables. Marrow-donna, Macarooni and Beth Swede run through the airport, similar to a previous Nike advert with the Brazillian football team playing football through the airport. Only to miss the shot and the plane. Cut to the plane where his Mum? shouts Kevin!, in homage to Home Alone, when she realises he’s been left behind. Great fun, lots of play on words and one for the whole family to enjoy.

Fancy some nostalgia? Then take a look at the best World Cup adverts of 2014