Coca-Cola advert for World Cup: “Uncanned Emotions”
The advertising campaign was handled by the agency WPP OpenX.
The Coca-Cola advert for the World Cup transforms its icons into global football emotions.
Coca-Cola is the official sponsor of the FIFA World Cup set to take place in the United States, Canada, and Mexico. The brand has already kicked off its advertising engine with just two months to go before the most important competition on the planet begins.
Its latest advert demonstrates the brand’s creative power by taking its emotional storytelling one step further. This time, it turns its own visual assets into the protagonists of a universal story: the passion for football.
Coca-Cola – Uncanned Emotions
The Coca-Cola advert is titled “Uncanned Emotions” and is part of the global campaign “Feel it all” for the World Cup. It has been developed by WPP OpenX, under the leadership of Ogilvy and the WPP ecosystem.
The piece presents a concept as simple as it is powerful: transforming Coca-Cola cans, bottles, and bubbles into the elements of a football match. Through the vibrant narration of Peter Drury —a familiar voice on Sky Sports and NBC Sports— viewers are immersed in a game where every play is filled with emotional symbolism.
The Coca-Cola advert does not show real players, but feelings: the tension before a key moment, the frustration of a missed chance, or the collective explosion after a goal. All of this is represented through the brand’s most recognizable elements, reinforcing its visual identity while connecting with the audience.
According to Arnab Roy, President of the company’s Global Category: “From the bustling streets of Rio to fan parks in Berlin, every feeling is shared and every emotion matters: joy, disappointment, anger, relief, pride, and even tears. Every match is a rollercoaster of emotions.”
With a third installment yet to be released and activations such as the Trophy Tour and its collaboration with Panini, the company continues to build a coherent, ambitious narrative deeply connected to the global culture of football.
Watch | YouTube
