Football and advertising have long been a perfect match, blending iconic players, cinematic storytelling, and breathtaking skills into unforgettable campaigns. Over the years, brands like Nike, Adidas, and Pepsi have produced legendary football commercials that have left a lasting impression on fans. But what if we built an ultimate XI based on the most iconic football adverts of all time? Here’s the lineup of the best football ads ever made.
Goalkeeper: Footballverse (Nike, 2022)
Nike’s Footballverse took the concept of a dream match to another level, bringing together football legends from different eras in a multiverse-inspired battle. Watching prime Ronaldinho, Cristiano Ronaldo, Mbappé, and others go head-to-head was every fan’s fantasy brought to life, making it the perfect last line of defense in this squad.
Right-Back: Park Life (Nike, 1997)
One of the most charming and humorous ads ever, Park Life starred Eric Cantona as the face of Sunday league football, with amateur players going up against Premier League stars. Its brilliant soundtrack and down-to-earth energy made it an instant classic, representing the grit and passion of grassroots football.
Centre-Back: Ole (Nike, 2004)
This Nike advert featured a thrilling Brazil vs. Portugal showdown with dazzling skills, one-touch football, and an infectious rhythm. Played to the beat of an energetic samba soundtrack, it captured the joy and spontaneity of the game, making it one of the most memorable football commercials of all time.
Centre-Back: Winner Stays On (Nike, 2014)
An all-time favorite featuring everyday players transforming into global superstars, Winner Stays On captured the essence of every playground match where kids imagine themselves as Ronaldo, Neymar, or Zlatan. The high-energy 2v2 battles and spectacular goals made it a standout commercial that truly embodied the joy of the game.
Left-Back: Write the Future (Nike, 2010)
Ahead of the 2010 World Cup, Nike delivered Write the Future, a masterpiece that showcased the impact of a single moment in football. Whether it was Wayne Rooney's rise (or fall), Cristiano Ronaldo’s superstardom, or Fabio Cannavaro saving Italy, this ad played with fate in a way only football can.
Defensive Midfield: The Last Game (Nike, 2014)
Nike’s animated sci-fi commercial, The Last Game, took football to a dystopian future where risk-free, robotic football had taken over. Featuring cartoon versions of Cristiano Ronaldo, Neymar, and Zlatan, it celebrated the unpredictable, creative side of the game—a perfect choice to anchor this XI.
Central Midfield: Take It to the Next Level (Nike, 2008)
Told from a first-person perspective, this ad followed a young footballer’s journey from amateur leagues to global superstardom, featuring stars like Cristiano Ronaldo, Arsène Wenger, and Cesc Fàbregas. It put fans in the boots of a rising talent, making it one of the most immersive football commercials ever.
Central Midfield: Jose +10 (Adidas, 2006)
The Adidas response to Nike’s dominance, Jose +10 told the story of a young boy picking his dream team, which included legends like Zidane, Beckenbauer, and Kaka. It beautifully captured the childhood fantasy of building the perfect squad, making it an unforgettable part of football ad history.
Right-Winger: Joga Bonito (Nike, 2006)
A whole campaign rather than a single ad, Joga Bonito celebrated the beauty and creativity of football with a series of skill challenges led by Eric Cantona. Featuring Ronaldinho’s legendary crossbar challenge, freestyle football, and a joyful spirit, it embodied the soul of the beautiful game.
Left-Winger: The Airport (Nike, 1998)
One of the most beloved football adverts of all time, The Airport saw Brazil’s 1998 World Cup squad—featuring Ronaldo, Rivaldo, and Romário—playing impromptu football in an airport terminal. The samba music, effortless flair, and cheeky nutmegs made it a timeless classic.
Striker: Secret Tournament (Nike, 2002)
The ultimate football ad. Secret Tournament, also known as Scorpion KO, was a tournament held in a steel cage where teams of three—starring players like Henry, Figo, and Totti—battled to the soundtrack of Elvis Presley’s A Little Less Conversation. The fast-paced action, stunning skills, and Eric Cantona’s legendary hosting made it the undisputed king of football commercials.
Final Thoughts
This XI represents the very best of football advertising—campaigns that captured the magic, skill, and spirit of the game. Whether through humor, high drama, or breathtaking skills, these ads left a lasting legacy in football culture.
Which football advert is your favorite? Let me know!