Football legends Cristiano Ronaldo and Lionel Messi have come together once again in a new advertising campaign promoting the 2026 World Cup, which will be held in the United States. The campaign, titled "Everyone Wants a Piece," also features young football stars Kylian Mbappe and Vinicius Junior, aiming to promote a new collection of football mini-figures released by LEGO.
In the advertisement, the four stars are seen gathered around a dimly lit table, with a LEGO version of the World Cup trophy at its center. As the table slowly rotates, each player attempts to place their mini-figure on the trophy, but the surprise comes when none of them succeeds. Instead, a small child enters the scene and places their mini-figure on the trophy, adding a playful touch to the advertisement.
Event Details
The advertisement was posted on Messi's Instagram account, where he added the hashtag "#HonestlyIt’sNotAI" to the caption, reflecting the humorous spirit of the campaign. LEGO also released the video separately, collaborating with Ronaldo, Mbappe, and Vinicius Junior. Within just one day, Messi's post garnered over 17 million likes and 180 million views, showcasing the significant impact these stars have on social media.
Each of the four players has their own collection of mini-figures, generating excitement among fans ahead of what could be Ronaldo and Messi's sixth and final World Cup appearance. Audience interaction on social media has been substantial, with one comment describing the advertisement as "the most unique ever," while others questioned the massive budget that might have been allocated for this production.
Background & Context
Historically, both Cristiano Ronaldo and Lionel Messi are considered two of the greatest football players of all time, having competed for awards and titles for over a decade. In recent years, the level of competition between them has diminished as both approach the end of their professional careers. However, they still manage to attract attention and achieve significant successes, as evidenced by this advertising campaign.
Advertising campaigns that bring together top players are not new; we previously witnessed Ronaldo and Messi collaborating in a chess-themed advertisement for Louis Vuitton before the 2022 World Cup in Qatar. These campaigns reflect the power of brands to leverage the popularity of these stars to promote their products.
Impact & Consequences
This advertising campaign is part of a larger marketing strategy aimed at capturing the attention of young audiences and new football fans. By integrating the new generation of players like Mbappe and Vinicius, LEGO seeks to strengthen its position in the sports gaming market and enhance connections between different generations of football enthusiasts.
The significant interaction on social media also reflects how impactful these campaigns are on modern football culture, where players have become not just athletes but brands in their own right. This trend illustrates how sports can transcend the boundaries of the pitch and influence various fields such as marketing and entertainment.
Regional Significance
For Arab fans, this collaboration between Ronaldo and Messi represents an opportunity to follow football legends in new and innovative moments. Additionally, the 2026 World Cup will be an important event for the region, with expectations of strong Arab team participation, further heightening fan enthusiasm.
These advertising campaigns also serve as a chance to promote sports culture in the Arab world, potentially inspiring youth to engage in sports and pursue their dreams in the world of football.
The gathering of football legends in a single campaign reflects the power of sports to unite fans and inspire new generations. As the 2026 World Cup approaches, all eyes remain on what these stars will deliver in the future.