Editorial: Little difference between World Cup ads

All the money spent on World Cup-themed advertising so far just seems to have resulted in a load of ads that serve to promote the tournament without differentiating the brands that are paying for them. Which ad, called "impossible team", features children picking their own dream teams from past and present? And which features the best England pub team of all time, with appearances from Bobby Moore, Peter Shilton et al? Perhaps it is time advertisers started to think a bit more creatively about the breadth of opportunities created by the World Cup.

See Sport report, page 26.