And so to the Fifa World Cup 2026… admittedly it is a while off yet but we all need a distraction and just in time here comes a new film from Coca-Cola, designed to reinforce its long-running partnership with football’s top tournament.
“Uncanned Emotions” has been developed by WPP OpenX, led by The Ogilvy Group and supported by WPP Production and WPP Media and aims to bring to life “the electrifying, unscripted moments that define the fan experience during the Fifa World Cup”.
This second film in a three-part series features well-known football commentators Peter Drury (for the English version) and Luis Omar Tapia (for the Spanish version), seemingly pouring forth on a live-game, with Drury kicking off with “we are in for a rollercoaster of emotions, the anticipation could not be higher” against shots of footie fans preparing to crack open a can of Coke, gathered in what appears to be a beach bar in a far-flung paradise.
As the commentary continues, it hits highs and lows, “oh what a save”, “oh what a bad tackle” and, ultimately, “oh what a goal!” as the beach bar erupts in joy, Cokes in hand obviously.
Across Europe, over 30 markets are activating the World Cup 2026 campaign, targeting over 320 million people. Beyond the screen, Coca-Cola continues to engage fans with immersive experiences, including a global World Cup Trophy Tour, offering a rare opportunity to see football’s most coveted prize up close.
Additionally, the brand is joining forces with Panini for a custom sticker collection which launches across European markets from May.
Coca-Cola chief marketing officer and president of marketing for Europe Javier Meza said: “For fans across Europe, the World Cup represents the pinnacle of football emotion; uniting millions through moments of collective anticipation, excitement and release.
“With ‘Uncanned Emotions’, we’re celebrating those authentic fan experiences and the role Coca-Cola plays in bringing people together. Coca-Cola has always been part of those shared moments, and this campaign brings that connection to life in a fresh and authentic way.”
So, what is the consensus around the Decision Marketing office?
Well, to be fair, Coke has been a massive supporter of the so-called beautiful game for decades, even though we have yet to see a single person drink a can of Coke while watching footie.
Still, we’re sure they get something out of it otherwise they would have ditched the sponsorship years ago and Pepsi would have been in there like a shot to snap up the “soft drinks” rights rather than being the official global snack sponsor.
Anyway, as for the film, we enjoyed the commentary far more than the imagery, which is about as far away from a British footballing crowd as you could get. Then again, perhaps that isn’t a bad thing…
Decision Marketing Adometer: A “no sign of real magic” 7 out of 10
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