The great big World Cup ad review: what the public pundits think

Which ad is the creative equivalent of Brazil and who took a battering in the first round? Campaign asked football fans across the UK to review this year's top World Cup ads.

Behavioural research agency Watch Me Think teamed up with Campaign to ask football fans what they think of some of the top ad spots relating to the Fifa World Cup 2018.

Our micro team of pundits take a look at the BBC's World Cup campaign which centres on an embroidered tapestry animation plus ITV's fast-paced spot covering the agony and ecstasy of previous tournaments.

Verdicts are also given on Budweiser's Light Up the World Cup spot, Coca-Cola's global campaign and Beats by Dre's 'mixtape'. Who will emerge victorious? 


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content