Developed by WPP’s OpenX team led by Ogilvy, The Coca-Cola Company has launched its latest FIFA World Cup 2026 campaign, ‘Uncanned Emotions,’ across Europe. The new film builds on ‘Bubbling Up,’ continuing an emotionally driven platform that captures the passion and storytelling at the heart of football fandom.
As a partner of FIFA for more than five decades, the brand positions itself at the centre of shared matchday experiences, using the campaign to reinforce its long-standing association with the tournament.
The film focuses on the unscripted highs and lows of watching football, capturing the emotional swings fans experience during key moments of a match. It is designed to feel immediate and immersive, with commentary from Peter Drury and Luis Omar Tapia mirroring a live broadcast.
The creative extends across social channels, aiming to capture a universal fan experience that resonates beyond sport while maintaining authenticity through familiar voices and match-style storytelling.
‘Uncanned Emotions’ is the second installment in a three-part campaign running across more than 30 European markets, targeting an audience of over 320 million people. Activity includes experiential elements such as the FIFA World Cup Trophy Tour and a sticker collection partnership with Panini, spanning physical and digital formats.
“For fans across Europe, the FIFA World Cup represents the pinnacle of football emotion – uniting millions through moments of collective anticipation, excitement and release”, said Javier Meza, president, marketing and Europe chief marketing officer at Coca-Cola.
“With ‘Uncanned Emotions,’ we’re celebrating those authentic fan experiences and the role Coca-Cola plays in bringing people together. Coca-Cola has always been part of those shared moments and this campaign brings that connection to life in a fresh and authentic way.”
The campaign was developed by WPP OpenX, led by The Ogilvy Group, with support from WPP Production and WPP Media.
