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

June 12, 2026

Kim Kardashian, Timothée Chalamet and Susan Boyle feature in ambitious ads ahead of the World Cup.

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The Papers: 'Healey torpedoes Starmer' and 'Game on!'
The Papers: 'Healey torpedoes Starmer' and 'Game on!'

Defence Secretary John Healey's resignation and the start of the World Cup dominate Friday's papers.

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'There's a World Cup happening?' Are Americans excited about the tournament?
'There's a World Cup happening?' Are Americans excited about the tournament?

With the World Cup under way, how excited are people across the United States - and do they even know it's on?