World Cup ads review: Nike, Adidas, Palace, BBC, Paddy Power and Uber Eats

As the Fifa World Cup gets closer to crowning the winner, Campaign invites advertising creatives to review a selection of ads that are celebrating the football tournament.

The episode includes Richard Brim, founder and chief creative officer at Ace of Hearts; Carren O’Keefe, chief creative officer at Digitas, and Dan Watts, chief creative officer at Pablo London. 

Hosted by tech and multimedia editor Lucy Shelley, the guests critique six ads, including the rival Nike and Adidas films, and discuss whether it was a vintage year for World Cup ads.

The ads discussed are:

1. Nike x Palace "England x Palace" (in-house)
2. BBC “Let’s make it iconic” by BBC Creative
3. Nike Football “Rip the script” by Wieden & Kennedy
4. Adidas “Backyard legends” by Lola US 
5. Paddy Power “Nobody does football better than us” by BBH London
6. Uber Eats “Who could cook at a time like this?” by Mother

Further reading:

Nike vs Adidas: Who won the battle of the World Cup ads?

World Cup 2026 round-up: Snapchat, Deliveroo, Hilton, Asda and more

How brands hijacked Fifa's logo ban to earn attention and share of voice

Nike’s 'Rip the script' to become longest ad ever to air on ITV

World Cup kick-off draws 7.7 million as ITV 'breaks record for commercial success'

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