Coca-Cola’s advert turns VAR tension into a collective celebration
The advertising campaign was handled by the agency WPP OpenX.
The Coca-Cola advert for the World Cup focuses on one of the most intense emotions in modern football
The World Cup is one of the biggest global showcases for brands. And Coca-Cola knows it well. The passion that each country brings to the tournament allows the multinational company to connect with fans’ emotions while they watch their teams compete.
One of the most nerve-racking moments when your team is playing comes when VAR technology is used. The uncertainty of not knowing whether a goal will be awarded or disallowed contrasts with the emotions of the opposing fans, who are hoping for the opposite outcome. Coca-Cola takes us on this emotional roller coaster in its latest campaign.
Coca-Cola – No Better Feeling
The Coca-Cola advert, titled “No Better Feeling”, is part of the global campaign the brand has developed for the 2026 FIFA World Cup, which will take place from June 11 to July 19 across Mexico, the United States, and Canada.
The film takes us to different corners of the world to show how millions of fans experience the same match with equal intensity. Just when it seems that one team has suffered defeat, a VAR review completely changes the course of events.
Through a tension-filled narrative, the advert captures the uncertainty surrounding a referee’s decision in the moments before the final verdict. Doubt, anxiety, and silence take over the fans until the decision is made. Then, relief gives way to an explosion of collective joy that connects supporters from different cultures and countries.
The advert also features renowned football manager José Mourinho and artist J Balvin, who, alongside Amber Mark, Steve Vai, and Travis Barker, collaborated on the creation of “Jump,” the song that accompanies the campaign.
As Manuel Arroyo, Executive Vice President and Global Chief Marketing Officer of The Coca-Cola Company, explained: “This work captures the emotional roller coaster that makes this sport unlike anything else in the world. The suspense, the disappointment, and the joy, sometimes all happening within seconds. It brings together global icons and fans to show that, no matter where you come from, football connects us through a shared passion.”
Watch | YouTube
