The Best World Cup Ads from Portugal

admin | July 6, 2018

While the World Cup is still going, we already have the final results of MindProber’s football ads competition. We tested the ads – using our proprietary biometric and behavioural platform – of the four main sponsors of Portugal’s National Team – Sagres, Continente, Galp and Meo – as well as ads from the Portuguese Football Federation (FPF) and Nike, in this case, to get an international benchmark.

We analyzed the ads individually in terms of studying its second-by-second impact, as well as globally by computing an Affective Footprint index that measures each ad emotional impact and physiological activation.

So, let us see our ranking of the World Cup ads we tested and see who gets the crown:

What the results showed us is that, while the best-rated ads are the ones for FPF (a non-commercial, highly emotional brand) and Nike, the ads from Portuguese commercial brands did quite well in whole, with medium to high ratings.
One of the most interesting facts in this analysis is that all of the Portuguese sponsor brands went for some form of humour on their executions.

This is a contrast with the FPF ad that went more for a motivational “go for it” tone, something that we can also see on the Nike ad that is focused solely on Brazil National team. Patriotism is, of course, a big component of all of the ads tested and, apparently, it results better when it is mingled with a “war cry” type of ad.

MindProber – World Cup Ads Ranking

1. FPF – “Conquista o Sonho”


MindProber’s VAR was called into action to rule the best ad of the lot. Both FPF and Nike ads got the same Affective Footprint rating (3.52), but the Portuguese ad exhibits a better emotional valence ratio, so we crowned it as champion.

The ad is a highly motivational one, mingling training images of Portuguese players with shots of everyday people on their jobs superimposed by a voice-over that urges people – not only the players – to give their best, to go after their dream, using popular Portuguese sayings that make it highly relatable.

2. Nike – “Vai na Brasileiragem”

While losing on a technicality is always frustrating, Nike’s ad has done really well with our test subjects. Especially when you take into account that Brazil was a potential rival for the Portuguese team. The ad also tries to instil a sense of pride and duty, only that this is one is focused on the Brazilians’ natural ability to play football that can be seen all over the country.

Music is a very important component of this ad, with an upbeat rhythm that is a more modern version of Brazilians rhythms throughout the ad. The final speech is also very powerful and we can see its impact on the biometric data.

3. Galp – “Leva Portugal a Peito”

The Galp ad scored highly on our rating (3.46) with a good combination of patriotism, celebrities and humour, and with a tense and unexpectedly humorous climax that really captured and entertained the audience.

4. Sagres – “Por Portugal, Repete o Ritual”

Sagres barely misses out of the podium (3.45) with an ad that is packed with self-deprecating humour where the brand spokesperson (a well-known Portuguese comedian) urges the country to repeat to the tiniest detail everything they did during Portugal’s successful Euro 2016 campaign.

5. Meo – “Sonhar é Humano”

Meo decided to transport us to a future where Portuguese players, now retired, reminisce about winning the World Cup, some years (probably decades) ago. The ad then does a funny twist revealing that it was only a dream by one of the players, which is woken by one of his colleagues as he fell asleep while playing a video game. While the ad didn’t manage to create a high level of arousal, it certainly created a positive feeling with the viewers gaining a positive rating (3.23).

6. Continente – “Eles continuam com Fome”

For Continente we tested two ads with the same execution that only changed the main character and very slightly the voice-over words. Both ads feature a toddler that is eating something and, when finished, keep asking or reaching for more, symbolizing the Portuguese hunger for wanting to win more trophies.

While the combined results (3.07) put Continente in the last position of our ranking, the two ads had very markedly different results. One of the ads, featuring a girl, got a better result (3.30) than the Meo ad. But the second ad, featuring a boy, was clearly the worst from the lot, with a 2.83 rating. It’s interesting, and telling, that two almost identical ads for the same brand get so drastically different results, and that’s something will analyze in another post.

All in all, we’ve tested very good ads. Usually, brands put more effort into developing compelling and entertaining ads when they’re tied to big events sponsorships, and this was clearly the case here. We’ll be back to analyze some of the ads in more detail in the following posts, so be sure to be back.

In the meantime, if you’re interested in seeing our interactive report of these ads, just reach out to us and we’ll send it to you.

Request the World Cup Ads Interactive Report

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