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# World Cup ad winners mixed comedy with soccer star power
- URL: https://fabric-media.ghost.io/world-cup-ad-winners-mixed-comedy-with-soccer-star-power/
- Published: 2026-08-12T20:15:43.000Z
- Updated: 2026-08-27T00:44:34.000Z
- Description: New ad testing shows humor drove the strongest emotional response among World Cup advertisers, with Lay’s “Bandwagon” starring Will Ferrell leading likeability scores. Celebrity soccer talent reinforced but didn’t replace comedy as the key driver of viewer engagement.
- Author: Fabric.Media Editorial
- Tags: Measurement, Eleanor Semeraro

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=fabric-media.ghost.io) *·* [*Eleanor Semeraro*](https://fabric-media.ghost.io/tag/by-eleanor-semeraro/) *·* [*read the original*](https://www.themeasure.net/world-cups-biggest-ads-leaned-on-humor-soccer-stars-helped-seal-the-deal/?ref=fabric-media.ghost.io)*.*