Metatarsal. It's a word I hadn't heard of until David Beckham broke his. But now, as excitement for the World Cup reaches fever pitch, I have become something of a foot fetishist, desperate for news about Beckham's little piggies.

It's not just footballer's feet that are dominating the papers and TV screens. Their faces are everywhere, promoting everything from pasta sauce to Pepsi. As I write, it's just a few hours until kick-off in the first World Cup match, and already we've had more football-themed commercials than Beckham has had haircuts. By the time the final comes around, we're going to be talking serious overkill.

There are ads from the sports brands, of course. Nike's involves a secret tournament packed with football giants such as Thierry Henry and Ronaldo, while Adidas' 'Footballitis' campaign features the likes of Beckham and Zinadine Zidane.

There are football-related ads in just about every category - food, finance, fashion, beer, and cars, for Coca-Cola, Pepsi, McDonald's, Carlsberg and Nationwide, to name just a few.

Many players are in more than one ad. Henry is also the new face of the Renault Clio, while England manager Sven Goran Eriksson stars in a Sainsbury's ad and one for something else that I can't remember. There's so much of it, but so little of it that stands out. You can't blame advertisers for wanting to cash in on the World Cup; after all, it's set to be watched by 60 billion viewers during the four weeks. But it's a question of doing something different. As we see in this issue, BMW was rewarded at the One Show for its ground-breaking use of the web with its short film campaign. It's a shame that, despite having only one chance every four years, no advertiser has fully exploited the competition and presented us with some true innovation. We'll have to leave that to the players.

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