The World Cup of adverts: How brands are competing to entertain, not simply sell

Bad Bunny is a Puerto Rican reggaeton and trap artist.

Creative partner at Wieden+Kennedy, Nike's advertising agency.

Bruno Fernandes is a Portuguese professional football player and midfielder.

Executive creative director at Wieden+Kennedy, Nike's creative agency.

British rapper and songwriter.

US actor known for his roles in various films.

Cristiano Ronaldo is a Portuguese professional footballer and the all-time leading scorer in international football.

Retired English football star and global icon.

Didier Drogba is a retired Ivorian football player, famous for his time at Chelsea.

Eric Cantona is a retired French football player who played for Manchester United.

Erling Haaland is a Norwegian professional footballer known for his impressive goal-scoring record.

Advertising journalist from the publication Campaign.

Jason Sudeikis is an American actor and comedian, known for his role in 'Ted Lasso'.

Jude Bellingham is a professional footballer playing for Real Madrid and the England national team.

Kim Kardashian is a prominent American media personality and entrepreneur.

Kylian Mbappe is a French professional footballer known for his speed and scoring ability.

Kylian Mbappé is a prominent French footballer, known for his speed and goal-scoring ability.

Professional basketball player and minority owner of Liverpool FC.

Lionel Messi is a renowned Argentine soccer player, widely regarded as one of the greatest footballers of all time.

Thai singer and member of the K-pop group Blackpink.

Ronaldinho is a retired Brazilian football player renowned for his skill and creativity.

Son of Kim Kardashian and Kanye West.

Timothée Chalamet is an acclaimed American actor.

American rapper and music producer.

Vinicius Júnior is a Brazilian professional football player known for his dribbling and pace.

Virgil van Dijk is a Dutch professional football player who plays as a defender for Liverpool.

Former English footballer and manager.

Young Miko is an emerging rapper and artist in the music scene.

Zlatan Ibrahimović is a Swedish professional football player known for his striking ability.