• by Parker Morse , Columnist, June 19, 2018

We’re only a few days into the FIFA World Cup, but it’s been an exhilarating ride thus far. Here’s a rundown of some of my favorite World Cup ads — with more to come as the tournament progresses.

1. A Toast to the Mexican National Team - Estrella Jalisco

The first thing to notice about this ad is it’s in English — an interesting choice, given its focus on the Mexican national team — and that’s precisely what makes the ad so compelling. Instead of going the obvious route and advertising only to Spanish speakers, Anheuser-Busch decided to broaden the scope of the ad to include Mexican-Americans, thus giving them a chance to connect with their heritage and feel part of a larger community. 

2. Este mundial lo vivimos juntos - Telemundo

Unlike the entry above, this ad is in Spanish, which makes sense given that Telemundo is the sole Spanish-language broadcaster for the event in the US. Instead of focusing on the achievements of a specific team, it highlights players and fans from different countries, further contributing to the idea of soccer as a unifying force. Soccer, as the video portrays it, is a sport that can bring strangers and people from different backgrounds together - a powerful message in today’s climate. 

3. Who Stole the Cup? - Bwin

For sheer entertainment value, it’s hard to beat this ad from Bwin, an online gambling company.Featuring some of the greatest names in soccer history, including Diego Maradona and Vicente del Bosque, this take on an Ocean’s 11-style heist definitely ensures that viewers’ eyes stay on the screen at all times. Plus, that cliffhanger of an ending is a great inducement to either visit Bwin’s site or rewatch the video for clues you might have missed!

4. Curses | Team Mexico - Fox News

Since the United States isn’t in the World Cup, Fox has had to come up with innovative ways to get viewers interested in watching the matches. This ad, again highlighting the Mexican team, is one such attempt that reaches out to both fans of the Mexican team as well as soccer fans interested in seeing history being made and a curse broken. Is this the year that Mexico finally makes it past the fifth game? Who knows — but I’ll definitely be watching to find out!

5. The FIFA World Cup Is Here - Bud Light

No sporting event would be complete without an ad for alcohol, and it looks like beer is the drink of choice for this year’s World Cup. Like Estrella, Bud Light is looking to get in on the action, appealing to both Hispanics and non-Hispanics alike. Where Estrella made the decision to align itself with a specific team, Bud Light makes no mention of a specific country - just of an event that causes the world to lose its mind every four years. In addition, the fact that the ad is largely in Spanish (albeit with English subtitles) means that its appeal is not limited to one demographic. 

These five ads caught my eye, but as the tournament progresses, I’m sure there will be more to add to this list. It’s heartening to see so many major brands taking the time and effort to reach out directly to U.S. Hispanics, and I’m excited to see what else is in store during this World Cup.