Galaxus World Cup Campaign: When Advertising Idyll Meets Reality
For the 2026 World Cup, Galaxus is deliberately breaking away from the harmonious advertising world surrounding the major event with six new TV commercials—and is focusing on contradiction, humor, and authenticity.
Galaxus World Cup Campaign: When Advertising Idyll Meets Reality
To mark the 2026 World Cup in the U.S., Mexico, and Canada, Galaxus is launching six new TV commercials—and with its World Cup campaign, Galaxus is doing something that’s rare in the advertising world when it comes to major events: it highlights the contradictions, not the idyll.
Intercultural Exchange Meets Border Walls
In the advertising world, the World Cup is considered the ultimate major event: international understanding, community, one heart for all. The reality is quite different. While soccer fans around the world cheer together, the number of border walls and fences has been growing steadily for years—even between the three World Cup host countries. Galaxus addresses precisely these and other contradictions surrounding the World Cup in its new commercials.
The six films are titled «Canada,» «Golf-Kick,» «Mariachi,» «Pelota,» «Suburbs,» and «Wall Kids,» and are set in a wide variety of locations across all three host countries. The locations range from a Canadian lake to a U.S. golf course frequented by political figures, to a Mexican mariachi band, and to a Pok-ta-Pok arena.
Authenticity as a Production Principle of the Galaxus World Cup Campaign
According to Galaxus, when selecting the actors and actresses and producing the commercials, there was a strong focus on authenticity and accurately portraying cultural and traditional aspects. The actors and actresses were very aware of their roles and worked with the production team to refine them.
Plan B Film was responsible for production management, while Chris Niemeyer served as director and concept developer. Niels Vije served as producer, screenwriter, and concept developer, and Roland Schmid was the director of photography.
The campaign will be featured throughout Switzerland starting June 8 on TV, web TV, in movie theaters, online, and on social media.
Responsible at Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Jill Wanner (Head of Brand Communications), Eva Lipecki (Brand Management & Project Management), Cédric Feusi & Luca Giugliano (Digital Marketing & Media Planning). External partners: Plan B Film (production company), HC Vogel (producer), Niels Vije (producer, screenplay & concept), Chris Niemeyer (director, screenplay & concept), Ali Tseme (concept), Roland Schmid (cinematography), Marko Strihic (editing), Patrischa Freuler (Graphics & Animation), Simon Hardegger (Color Grading), Patrick Baumann/Cloudscape (Visual Effects), Jingle Jungle (Sound Post-Production), Christoph Benz (Sound Design), Matthias Kräutli (Music).
