The new advertisement features four of the world's top football stars gathered around a round table. They are seen assembling a LEGO model of the World Cup trophy. A spinner on the table determines which player will place their character atop the trophy, completing the model.
After several spins, the spinner lands on a young boy. He retrieves a small model from inside the trophy and places it on the very top, finalizing the assembly. Ronaldo, Messi, Mbappe, and Vinicius all observe, exchanging knowing smiles.
This marks the first time Ronaldo and Messi have appeared together in a video advertisement since their Louis Vuitton photo on Instagram before the World Cup 2022. That iconic image showed the two superstars playing chess on a board, facing each other. It recreated a famous position between top chess grandmasters Magnus Carlsen and Hikaru Nakamura. While the photo was a composite, not captured with both players in the same room, it still garnered over 41,3 million likes, becoming the 6th most-liked post in the social media's history.
Messi posted the LEGO video on his Instagram account with the caption, "Everyone wants a piece," and the hashtag #HonestlyItsNotAI. Within one hour, the video on Messi’s page had already accumulated over 2 million views.
Concurrently, the toy company uploaded the video to its Instagram account. Ronaldo, Mbappe, and Vinicius re-shared it, helping it attract over 1,2 million views in one hour, alongside tens of thousands of comments.
The advertising campaign, launched by the Danish toy company, has garnered significant public praise. It successfully brought together four of football's biggest stars ahead of the planet's most important tournament. Commenting humorously on Messi's post, user theparasrupani wrote, "The money spent on this advertisement could feed many generations."
User riverajohn03 commented, "This is the strangest video I have ever seen."
Romeoblanco humorously responded, "Good thing they have a video of this, otherwise the boy's entire school would never believe it."
The World Cup 2026 will take place from 11/6 to 19/7 across the US, Mexico, and Canada, with 16 host cities. This tournament marks the first time 48 teams will participate, an increase from the previous 32-team format. Messi won the Golden Ball at the last World Cup in 2022, leading Argentina to victory. Kylian Mbappe was the top scorer in the previous tournament with 8 goals. Ronaldo and Vinicius, meanwhile, aim for their first World Cup titles with Portugal and Brazil, respectively.
Compiled by Hoang An
