A Wren Says

Three kids. Three unknowns tackling the world and wining. That might be how I’d summarize the 2026 World Cup ad from Adidas: Backyard Legends. I want you to watch it for yourself, and think about how it makes you feel.

For me, it was a nostalgia. Back to when a time soccer was fun. When I looked forward to watching ads, especially those created for special events. I sat there and watched an entire 5 minute ad, because it was enjoyable. Because I enjoyed what they did there.

In the span of time, Adidas highlighted all of their contracted athletes and celebrities, while also highlighting you. You the regular person who could be come the stuff of legends. You who continued to play with childlike joy and allowed yourself to reach greatness, even if no one understands how you keep doing it. It is certainly just and ad, but I think it does more.

For starters, he makes me look forward to seeing the brand. It makes me want to be a part of the brand. It makes me (continue to) association Adidas with the world’s game, whatever it is that you choose to call it.

This is what the best ads do. They make us stop and look. But more importantly, they shift how we feel and how we choose to act.

Like many around the world, I’m looking forward to watching this year’s World Cup. And I’m now certainly looking to see what other brands will do with their ads along the way.