Everything you need to know about the 2023 World Cup
The USWNT team is in New Zealand for the 2023 World Cup, and are trying for an impressive 3-peat. Can they do it? We talk all things football with Alicia Del Gallo.
Sports Seriously
Everyone is getting in on the hype of the 2023 World Cup.
Several brands, organizations and companies have released ads showcasing the talent and personalities of the United States, England and China. Host countries New Zealand and Australia are also getting their international shine through these exciting spots.
The USWNT is attempting to complete a three-peat of championships and would be the first team to do so.
This World Cup will be soccer icon Megan Rapinoe’s last. Alex Morgan and Julie Ertz are also seeking to put an exclamation point on their already established careers.
Trinity Rodman, Sophia Smith and Alyssa Thompson are making their World Cup debuts with enormous expectations.
All eyes are on these stars as they take the pitch, but also as they appear in the colorful World Cup ads, each of which has its own take on the power of the beautiful game.
Here are the 2023 World Cup ads from worst to first:
Frito-Lay – “Taste of Greatness”
Frito-Lay followed up its fan favorite ad where David Beckham and Peyton Manning debate the name “football” with something not quite as thrilling. A mom teaches her daughter about the beautiful game while using chips from the various brands to represent animated players. The spot feels a bit dated as USWNT legends Mia Hamm, Abby Wambach and Briana Scurry are the first players introduced. The first current player introduced is Crystal Dunn, who comes on screen 42 seconds in. Yes, the point is to showcase the history of greatness — and there are some super cute moments — but it feels stale.
NWSL – “We Play Here”
The NWSL released a 30-second spot called “We Play Here” that features highlights and closeups of Alex Morgan, Trinity Rodman and Alyssa Thompson in their NWSL uniforms. The ad also features Thompson’s Angel City FC teammate Jun Endō, who will be using her talents and pink hair to power the Japanese national team.
The ad definitely does its job as a hype video. There’s just nothing super innovative here.
Coca-Cola – “Believing is Magic”
Coca-Cola has been a World Cup sponsor since 1978 and has been part of some of the biggest pop culture moments in tournament history. The K’naan song “Wavin’ Flag” was released internationally in partnership with the soft drink brand as the “Celebration Mix” for the 2010 World Cup.
For the 2023 tournament, Coca-Cola went nostalgic with its ad. Fans from around the world cheer as they are introduced to childhood photos of USWNT’s Alex Morgan, New Zealand’s Katie Bowen and Australia’s Ellie Carpenter. It makes you smile.
Budweiser – “The Official Beer of England”
This is how to do a journey through history. Budweiser created a continuous timeline of the Three Lionesses, starting with black and white video from a pitch in a country field and showing the evolution of the beautiful game up to the vivid colors of the World Cup in a massive stadium. Is it odd that Budweiser, an American beer, is sponsoring the nation that we broke away from nearly 250 years ago? Sure. But do they know how to celebrate heritage? Yes.
Hyundai – “How Far We’ve Come”
This ad is similar to the above one in that it creates a timeline of the sport. Hyundai inches ahead because of the impressiveness of the editing. The spot appears to be a smooth juggling one-shot as the placement of the ball and close-ups are expertly woven together to show soccer’s humble beginnings to it’s cool new place in pop culture.
Visa — “Behind Every Number, There’s a Story”
It’s short and sweet, but Visa packed a punch with this 15-second ad. The brand explains how a player got her kit number with the size of her first boots and the time stamp of one of her best plays. The main character is a young Black woman, which is encouraging as the sport continues to combat racism and embrace diversity.
adidas – “Play Until They Can’t Look Away”
People might associate adidas football with superstar Lionel Messi, but the company also represents some of the most exciting rising stars in the women’s game. Germany’s Lena Oberdorf, England’s Alessia Russo and Australia’s Mary Fowler take the forefront of this colorful ad that showcases their fancy footwork and the brand’s chic streetwear. Messi does make an appearance, as does Three Lions legend David Beckham and actress and football fan Jenna Ortega. The spot is full of nods to soccer history and it’s whimsical and fun!
Team Orange Football – “The Crazy Actions of the France Team that we have all Forgotten”
At first glance, this is an ad for the French men’s national team. It opens with Antoine Griezmann and Kylian Mbappé trading passes and setting up a goal, leading into a series of highlights complete with dramatic music. Midway through, the video pauses and rewinds to reveal through special effects that all of the incredible action was actually the women’s national team. Griezmann’s fancy footwork was actually that of Sakina Karchaoui and the 2022 Golden Boot winner was really Estelle Cascarino in disguise. It went viral for a reason.
Fox Soccer – “USA vs. The World”
The USWNT seems unstoppable coming into the 2023 World Cup. Since they are heavy favorites to make history and win their third consecutive tournament, Fox Soccer decided to have some fun in imagining the extreme lengths that opposing nations would go to stop them. Canceling their flights, using drones to spy on their plays and even traveling through time are some of the eccentric ideas proposed. The ad is perfectly wacky and has incredibly high production value.
Nike – “What the Football”
Nike went all out for the 2023 World Cup, creating 11 different ads. Rather than ranking all of them separately, here is the “What The Football” spot, which expertly weaves in several of the other videos highlighting different star players.
The plot: a father and daughter are watching the 1999 World Cup, biting their nails as Brandi Chastain lines up for her historic penalty kick. She steps forward, kicks it and it’s good! The dad is so excited he slips on a banana peel and goes unconscious. He wakes up 24 years later as the tournament is underway yet again. His daughter, now an adult, explains to him all the exciting players — effortless Alex Morgan, sinister Sophia Smith, American hero Megan Rapinoe, heart-filled Wang Shuang, footwork phenom Debinha, precise Grace Geyoro, flipping awesome Sam Kerr and unstoppable Ada Hegerberg.
All of the individual ads are worth your attention on their own, but this heartwarming story, set to the soundtrack of Eve’s 2001 bop “Who’s That Girl?” is a must-see.
