System1 Reveals the World's Favourite World Cup Ads, From Scotland to Brazil

Jul. 13, 2026

System1, the Creative Effectiveness Platform, today revealed the final list of top-performing ads of this year’s World Cup. From more than 150 ads tested among 31,500 consumers around the world, Irn Bru, Mercado Livre and Volkswagen topped the field, and the UK landed the most leaders on the list.  

In System1 Test Your Ad platform, 34 World Cup ads achieved a Star Rating of 4.0 or higher, a significant improvement from two ads during the 2022 Men’s World Cup.

System1’s Test Your Ad platform measures consumers’ emotional responses to advertising, assigning a score from 1.0 to 5.9 Stars based on long-term brand-building potential. Ads that generate strong positive emotions, such as happiness and surprise, are more likely to achieve higher scores.

This year's tournament produced an unexpected split at the top. The #1 ad for the World Cup skipped football stars entirely: Irn-Bru's The Tartan Army built its win on comedian Paul Black, singer Susan Boyle, and Franz Ferdinand's Alex Kapranos, turning Scotland's first World Cup appearance in 28 years into a national reference rather than a highlight reel.

Just below it, the pattern reversed. Mercado Livre sent Ronaldo Fenômeno back in time to Brazil's last title win. Lego assembled Messi, Ronaldo, Mbappé, and Vinícius Jr. around a single build. McDonald's Brazil brought back captain Cafu. Football talent, current or retired, is still a preferred way into the Winning 11, but Irn-Bru, Vivo and Guinness are proof that it isn't the only route for emotional resonance.

Geographically, the UK dominated the table, placing 20 ads in the top 50, followed by Brazil with 14. The US and Argentina rounded out the top four with 5 and 4 ads, respectively, with the remainder spread across Germany, Spain, Mexico, Canada, and Australia.

The “Winning 11” World Cup Ads:

• Irn-Bru (Scotland) – The Tartan Army – 5.9 Stars
• Mercado Livre (Brazil) – O sonho continua vivo – 5.3 Stars
• Volkswagen (Brazil) – O Sonho (The Dream) – 5.2 Stars
• Lay’s (US) – Bandwagon – 5.1 Stars
• Lego (UK) – Everyone Wants a Piece – 4.9 Stars
• Rexona (Argentina) – Falta muy poco para la Copa Mundial de la FIFA™– 4.9 Stars
• Vivo (Brazil) – Declare seu amor na CazéTV– 4.9 Stars
• Guinness (UK) – Singing Pints – 4.8 Stars
• BBC (UK) – 2026 Fifa World Cup Coverage Announcement – 4.8 Stars
• EE (UK) – Yes Boys – 4.8 Stars
• McDonald’s (Brazil) – As seleções do Méqui estão de volta – 4.7 Stars

Andrew Tindall, Chief Growth Officer – Advertising at System1 said:

"The World Cup has delivered some of the year’s strongest creative from brands across the globe. At the same time, some advertisers deserve a red card for failing to be bold enough with their brand codes. The most effective creative entertains, drives an emotional response and is remembered. One of the key lessons from this year’s tournament is that, rather than getting lost in a sea of sameness or letting star talent be the only thing that takes centre stage, the leading brands made sure to brand early and embed their distinctive brand assets throughout their creative."