Budweiser released a new ad campaign ahead of the upcoming FIFA World Cup. The campaign, called “The World is Yours to Take,” will be the biggest in the company’s history. The company aims to launch the ad in over 70 countries around the world.

The 45-second commercial to introduce the campaign features soccer superstars Lionel Messi, Neymar, and Raheem Sterling. In the ad, the three players, along with a wide range of fans representing different countries, walk through a tunnel apparently leading to a soccer field. A version of the 80’s Tears for Fears song “Everybody Wants to Rule the World” is played throughout the commercial.

While there are plenty of nations represented in the ad, the United States has somehow not been included. Budweiser, a historically American beer, did not incorporate any USMNT players nor noticeable U.S. fan representation. Interestingly enough, there appears to be a heavy emphasis on England. Along with the inclusion of Sterling, there are multiple fans in the ad donning English flags.

Budweiser debuts World Cup 2022 ad

Budweiser started nearly 150 years ago in St. Louis, MO. While very much an American beer, the company was, however, acquired by AB InBev in 2008 for a reported $52 billion. AB InBev has headquarters in Belgium.  Nevertheless, it is still currently the most popular beer brand Stateside.

This is not the first time Budweiser enters the soccer media world.  The company has been the official beer sponsor for every World Cup since 1986. They also famously shipped their beer to every goalkeeper that the aforementioned Messi scored on during his illustrious career.

“The World is Yours to Take” campaign also gives fans the opportunity to win tickets through QR codes on special edition bottles. Fast beer deliveries, BUDX Fanfest watch parties, and a global NFT program are all also part of the new ad.