Football has transcended beyond just a sport; it has become a global cultural phenomenon. Brands have effectively harnessed this widespread popularity to create memorable commercials that resonate with audiences worldwide. These advertisements not only showcase the sport’s excitement but also reflect societal trends, technological advancements, and marketing ingenuity. In this article, we will explore the 13 best football commercials ever made, exploring their creation, impact, and the financial investments behind them.
13 Best Football Commercials Ever Made
1. Nike’s “Write The Future” (2010)
Released during the buildup to the 2010 FIFA World Cup, Nike’s “Write The Future” commercial is often hailed as one of the greatest football ads ever produced. Directed by Alejandro González Iñárritu, the ad features global stars like Cristiano Ronaldo, Wayne Rooney, and Didier Drogba, depicting how a single moment on the pitch can influence a player’s legacy.
Production and Impact:
The commercial’s cinematic quality, combined with its star-studded cast, reportedly cost Nike around $23 million, including production and global distribution. The ad garnered over 7.8 million views on YouTube within its first week, showcasing its viral success. It also won the Film Grand Prix at the Cannes Lions International Advertising Festival, cementing its place in advertising history.
2. Pepsi’s “Gladiator” (2004)
Pepsi’s “Gladiator” commercial brought together pop icons Britney Spears, Beyoncé, and Pink, portraying them as gladiators in a Roman arena. The trio performs a rendition of Queen’s “We Will Rock You,” challenging the emperor and captivating the audience.
Production and Impact:
Filmed in a replica Roman amphitheatre, the ad’s production was a massive undertaking, with costs estimated at $5 million. The commercial was part of Pepsi’s strategy to leverage music and sports for brand promotion, leading to a significant boost in sales during the campaign period. Behind-the-scenes footage and interviews further amplified the ad’s popularity, creating a comprehensive marketing push.
3. Nike’s “The Cage” Tournament (2002)
In 2002, Nike introduced “The Cage,” a secret three-on-three tournament featuring the world’s best players, including Thierry Henry, Ronaldinho, and Francesco Totti. The matches, set on a ship, were fast-paced, emphasizing skill and creativity, with Eric Cantona serving as the referee.
Production and Impact:
The campaign reportedly cost Nike $100 million, covering production, athlete endorsements, and global marketing efforts. The ad series was accompanied by a global tour, where fans could participate in similar cage matches, bridging the gap between the brand and its consumers. The campaign significantly boosted Nike’s football apparel sales, with a reported 20% increase during the World Cup year.
4. Adidas’ “Impossible Team” (2006)
Adidas’ “Impossible Team” campaign featured two young boys selecting their dream teams from a lineup of football legends, including Zinédine Zidane, David Beckham, and Kaká. The ad captures the essence of street football and its universal nature.
Production and Impact:
With an estimated budget of $10 million, the commercial was part of Adidas’ “Impossible is Nothing” campaign. The ad resonated with audiences by highlighting the accessibility and joy of football, contributing to a 15% increase in Adidas’ football footwear sales that year.
5. Nike’s “Good vs. Evil” (1996)
One of Nike’s early football commercials, “Good vs. Evil,” features players like Eric Cantona and Paolo Maldini battling demonic opponents in a Roman coliseum, symbolizing the triumph of skill and sportsmanship over evil.
Production and Impact:
The ad’s production was ambitious for its time, with costs around $3 million. It played a significant role in establishing Nike’s presence in the football market, which was then dominated by other brands. Following the campaign, Nike’s football-related sales saw a substantial increase, marking the beginning of the brand’s dominance in the sport.
6. Pepsi’s “Football vs. Football” (2014)
Pepsi’s “Football vs. Football” ad features football stars like Lionel Messi and Sergio Agüero competing against American football players, blending the two sports in a dynamic showcase.
Production and Impact:
The commercial, with an estimated budget of $4 million, aimed to appeal to diverse markets by merging elements of both football codes. The ad was well-received, particularly in regions where both sports enjoy popularity, contributing to a 5% increase in Pepsi’s market share in targeted areas.
7. Nike’s “Winner Stays” (2014)
As part of the “Risk Everything” campaign, Nike’s “Winner Stays” commercial showcases a group of young players imagining themselves as superstars like Cristiano Ronaldo and Neymar Jr. during a high-stakes match.
Production and Impact:
The ad’s production cost was approximately $25 million, reflecting its high-quality visuals and extensive cast. It became one of the most shared ads during the 2014 World Cup, with over 1.3 million shares on social media, and contributed to Nike’s football division revenue surpassing $2 billion that year.
8. Carlsberg’s “Old Lions” (2006)
Carlsberg’s “Old Lions” commercial features a team of retired England football legends preparing for a match, highlighting camaraderie and the enduring spirit of the game.
Production and Impact:
With a production budget of around $2 million, the ad resonated with older audiences and football enthusiasts, strengthening Carlsberg’s association with the sport. The campaign contributed to a 10% increase in sales in the UK during the World Cup period.
9. Nike’s “Airport” (1998)
Featuring the Brazilian national team, Nike’s “Airport” commercial shows players like Ronaldo and Romário showcasing their skills while waiting for a flight, capturing the joy and creativity inherent in Brazilian football.
Production and Impact:
The ad was produced with a budget of approximately $3 million and became an instant classic. It celebrated the artistry and flair of Brazilian football, aligning perfectly with Nike’s brand image. The ad resonated globally, especially with fans eager to see their heroes in a playful, relatable setting. Following the campaign, Nike reported a significant increase in football merchandise sales, particularly in South America and Europe.
10. Adidas’ “All In or Nothing” (2014)
Adidas’ “All In or Nothing” campaign, released ahead of the 2014 FIFA World Cup, featured high-profile stars such as Lionel Messi, Luis Suárez, and Dani Alves. The ad focused on the intensity of the World Cup, emphasizing the all-or-nothing stakes that players and fans face during the tournament.
Production and Impact:
The campaign reportedly had a budget of $50 million, covering the ad’s production and subsequent global marketing. The message of passion and commitment resonated with audiences, making it a standout campaign during the World Cup. Adidas capitalized on the tournament’s visibility, boosting football-related product sales by 14% globally. The ad also highlighted Adidas’ technological innovations in sportswear, such as its lightweight jerseys, which gained widespread acclaim.
11. Coca-Cola’s “The World’s Cup” (2014)
Coca-Cola’s “The World’s Cup” campaign aimed to highlight football’s unifying power. Instead of focusing solely on star players, it celebrated fans from all over the world, showing how football transcends borders, cultures, and languages.
Production and Impact:
This campaign reportedly cost Coca-Cola upwards of $70 million, making it one of the brand’s most expensive football-focused advertisements. The inclusive and emotional appeal resonated with audiences, leading to a 6% rise in beverage sales during the World Cup. Additionally, the ad solidified Coca-Cola’s association with the tournament, reinforcing its brand image as a promoter of global unity and joy.
12. Nike’s “Joga Bonito” Campaign (2006)
Nike’s “Joga Bonito” series, which translates to “Play Beautiful,” was a love letter to the elegance and creativity of football. Hosted by Eric Cantona, the campaign showcased players like Ronaldinho, Cristiano Ronaldo, and Zlatan Ibrahimović demonstrating their flair and skill in various challenges and settings.
Production and Impact:
With a reported budget of $10 million, the campaign focused on promoting football as an art form. The message encouraged players to embrace creativity and fair play. The viral nature of the videos, combined with Nike’s strategic online promotion, helped the campaign reach millions globally. It was a defining moment in Nike’s digital advertising efforts, as the campaign capitalized on YouTube’s growing influence.
13. Guinness’ “Made of Black” (2014)
While not a traditional football ad, Guinness’ “Made of Black” campaign resonated with football fans across Africa. The ad celebrated individuality and boldness, tying these themes to the passion for football that thrives on the continent.
Production and Impact:
The campaign reportedly cost Guinness $5 million and was aimed at connecting deeply with African youth. The cultural relevance of the ad boosted Guinness’ sales across key African markets, further cementing the brand’s position as a supporter of local passions, including football.
The Business of Football Advertising
Football commercials have grown into multi-million-dollar productions, reflecting the sport’s massive global audience. Brands leverage these ads to strengthen their image, connect emotionally with consumers, and boost sales. For instance:
- Nike’s Revenue Impact: Nike’s football-focused campaigns helped the brand achieve over $2 billion in football-related revenue in 2014 alone.
- Adidas’ Market Gains: Adidas reported a 14% rise in sales of football gear during the 2014 World Cup, fueled by its “All In or Nothing” campaign.
- Pepsi’s Strategic Gains: Pepsi’s football ads have consistently driven double-digit increases in sales during major tournaments.
Why Football Commercials Matter
Football commercials transcend traditional advertising. They blend entertainment, culture, and commerce, leaving a lasting impact on audiences. These ads do more than sell products—they evoke emotion, inspire creativity, and celebrate the universal love for the sport.
In an era dominated by digital platforms, football commercials have adapted to thrive on YouTube, Twitter, and Instagram, ensuring their reach extends far beyond traditional TV. For example, Nike’s “Write The Future” gained millions of views online within days, setting a benchmark for digital sports advertising.
Conclusion
As we reflect on the best football commercials ever made, it’s clear that they’ve shaped the way we view the sport and advertising alike. Their stories are a testament to the power of creativity and the universal love for the beautiful game.
To relive the magic of these legendary campaigns, consider revisiting the commercials on platforms like YouTube. Witness the artistry, passion, and innovation that make these ads timeless.
Which football commercial stands out the most to you? Share your thoughts and favorites—it’s time to celebrate the unforgettable moments that unite football fans worldwide.
