The World Cup is done and dusted; Lionel Messi finally has his hardware, and we can wait four long years until North America hosts the world’s next generation of soccer (that’s what we’re calling it when you’re here… more on this later) superstars. No wonder some of the biggest brands clamor to get their logo and messaging into tv and web spots surrounding the event.
Large global audience
The World Cup is one of the most widely watched sporting events in the world and attracts a large global audience. This provides an opportunity for brands to reach a large and diverse group of consumers, both in terms of demographics and geographic location.
While final numbers are still coming in, billions of football fans across the globe tuned in to this year’s tournament (besting 2018 ratings). No wonder some of the biggest brands clamor to get their logo and messaging into tv and web spots surrounding the event.
But it’s not just about numbers. There are several other advantages to advertising during an event like the World Cup:
Higher engagement
The World Cup generates significant media attention and generates high levels of engagement from both fans and non-fans alike. This makes it an attractive platform for brands to engage with consumers and promote their products and services with tongue-in-cheek videos featuring athletes and celebrities with appeal beyond football.
Increased brand visibility
The World Cup is a high-profile event that is widely covered by media outlets and broadcasters around the world. This can help to increase the visibility of a brand and boost its reputation and awareness among consumers; much like the Super Bowl, it’s an opportunity for global brands to make a big splash with a piece of creative knowing the reach is elevated.
Emotional appeal
Many World Cup videos aim to evoke emotions in viewers, such as excitement, pride, and joy that are associated with following your country’s team or your favorite athlete. This helps create a positive association with the brand and makes it more appealing to consumers. In turn, the video commercials often feature uplifting music, inspiring messages, or mesmerizing athletic prowess meant to stir up feelings of national pride and unity.
The common theme among the most viewed World Cup video ads is high-energy, emotionsl, and comically entertaining chats.
Top 10 Most Viewed Video Ads for World Cup 2022*
| Rank | Brand | Campaign | Release Date | Views |
| 1 | Chipotle | Real Ingredients for Real Athletes | Nov-14 | 19,796,800 |
| 2 | Frito-Lay | Is It Called Soccer or Football? | Nov-15 | 13,539,336 |
| 3 | Michelob Ultra | Foosball Match | Nov-8 | 8,329,900 |
| 4 | Frito-Lay | La Selección Ideal | Nov-23 | 6,291,351 |
| 5 | Hyundai | Cheers | Nov-23 | 5,401,746 |
| 6 | Hisense | The Comeback | Nov-11 | 1,167,400 |
| 7 | Lay’s | The Moment is Here | Nov-23 | 749,420 |
| 8 | Adidas | USMNT | Nov-17 | 684,600 |
| 9 | AT&T | Pose with the Pros | Nov-4 | 628,400 |
| 10 | Heineken | Cheers to All Fans | Nov-14 | 612,771 |
*Data collected by AcuityAds’ True Reach™ insights platform from November 4 – December 21, 2022
The stand-out ads of World Cup 2022
Frito-Lay – Soccer vs Football
Celebrities, jokes, and arguing over the correct name of the beautiful game is the common thread for the tournament’s top ads in 2022. Viewers may need a USA-UK dictionary to get through Peyton Manning’s and David Beckham’s quips as they round up support for their soccer vs football nomenclature debate.
Stealthily directed by Michael Bay, cinephiles should take note of the explosive Cheetos scene halfway through the spot.
Hisense — The Comeback
Another soccer/football mixup has former NFL stars Terrel Owens and Chad “Ocho Cinco” Johnson cast in a soccer spot and expected to perform some fancy footwork.
Thankfully, Team USA captain Walker Zimmerman shows up to give them a few pointers as they don’t want to miss out on a free OLED TV.
Chipotle — Real Ingredients for Real Athletes & Adidas — USMNT
Both Chipotle’s and Adidas’s Instagram spots focus on members of the US Men’s National Team (Christian Pulisic and Weston McKennie respectively). However, they use two different approaches. Chipotle’s freestyle piece closely ties Pulisic’s story to the burrito chain. The Adidas video is more biographical detailing McKennie’s journey and heritage. Both appeal to those looking to find out more about these stateside footballers.
McKennie’s Adidas Ad
View this post on Instagram
Head to Instagram to see Christian Pulisic’s video.
Key Takeaways
- Bigger audience, bigger budget. Video ads during sports events lean heavily on celebrities. With such a large-scale event, there’s guaranteed viewership, thus the elevated cost of big names is worth it in the eyes of brands looking to make a splash.
- Hope you’re thirsty and hungry. More than half of the top ads in North America are for beer, snacks, or fast food. These brands definitely want to be top of mind during halftime hunger.
Read more Most Viewed Video Ads (MVVA) posts:
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- Back To School 2022
- Father’s Day 2022
- Mother’s Day 2022
- Super Bowl 2022
- Pride 2022
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