The World Cup of adverts: How brands are competing to entertain, not simply sell

Article excerpt

As the World Cup approaches, major brands are pouring resources into elaborate commercials featuring A-list celebrities like Kim Kardashian, Timothée Chalamet, and Susan Boyle, betting that entertainment value will trump hard-sell pitches. These campaigns represent a shift in advertising strategy: rather than pushing products directly at the global audience, marketers are crafting mini-films designed to captivate and go viral. The World Cup's massive viewership and cultural moment has made it the ultimate stage for brands to showcase creativity and emotional resonance. Advertising experts say this reflects how consumers, especially younger ones, tune out traditional marketing; the new playbook favors storytelling and star power over explicit product promotion.