Winning Attention Beyond the Big Match 

With the World Cup 2026 on the horizon, the battle for the second screen is already heating up. In Indonesia, where football is more than a sport, but a cultural event, brands will spend billions just to capture a few seconds of our attention.

TGM Global World Cup Survey found that over 83% of Indonesians say they are interested in the World Cup, and more than 70% plan to watch matches on TV or streaming platforms, making it one of the most widely followed passions in the country.  

But as we look toward 2026, the reality is clear: reach is a given, but resonance is earned. With billions being spent on advertising, why are some ads instantly skipped while others become the talk of the office? It often comes down to creative relevance. To move a viewer from “Skip” to “Share,” your creative better tap into one of these cultural triggers:

The Humor Factor:

Local jokes, exaggeration, and dramatic reactions are deeply rooted in Indonesian culture, from tongkrongan banter to over-the-top match reactions. When ads tap into this style, they feel familiar and entertaining rather than promotional, blending naturally into how people already talk and joke.

Rexona did exactly that, taking a product built around staying fresh and odor-free, and pairing it with football’s sweaty, high-energy moments both on and off the pitch. By leaning into humor while staying relatable, the ad feels natural and connects well with the audience.

The Struggle Factor:

Indonesia is a nation that resonates deeply with stories of perjuangan (struggle). Research consistently shows that the most shared ads in Indonesia focus on the journey rather than the victory.

Heineken captures this perfectly, blending the hustle and struggles with the excitement of the big match, before seamlessly landing its product features and promotions at the end. This approach elevates struggle moments by tying them into the euphoria.

The Idol Factor:

Indonesia may not qualify for the World Cup, but millions of Indonesians remain passionate supporters of their favorite nations. This shared passion creates a collective identity.

Nike’s ad brings together football legends from different generations in a match with everyday people. By chanting a player’s name, the regular players transform into these legends, symbolizing how deeply fans connect with them.

The ad celebrates football players not just as athletes, but as symbols of pride. This is especially true during the World Cup, where these heroes represent more than skill, they embody the identity, spirit, and pride of their nations. The ad highlights how football transcends the game itself, becoming a powerful expression of collective identity and national pride.

Because during moments like the World Cup, people aren’t just watching football. They’re sharing opinions, debating in group chats, celebrating victories, and turning every match into a conversation. And the brands that win this moment aren’t simply the loudest. They’re the ones that speak the language of the fans.