It is clear that advertising always plays the most important role in branding and promotion. Even the world's two largest beverage brands, such as Coca-Cola and Pepsi, continue to see advertising as the best way to engage consumers. And the 2018 FIFA World Cup, one of the world's largest sporting events, uniting more than 3 billion fans worldwide, offers huge opportunities to promote the brand. Therefore, the two most valuable brands, Coca-Cola and Pepsi, launched their FIFA World Cup campaign with advertising videos focusing on football fever around the world. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The first video commercial is from Pepsi with the "LOVE IT. LIVE IT. FOOTBALL" campaign which included the appearance of international football players: Toni Kroos, 4-time winner of the UEFA Champion League; Marcelo, famous Brazilian defender Dele Alli, young British player Carli Lloyed, two-time winner of the Best Player of the Year award and above all Lionel Messi – legend; footballer who plays for Barcelona According to Gregory, music accounts for 50% of the success of an advert (Gregory, 2015) and I believed that Pepsi video adverts were a great example of this statement in the first 10 seconds of the advert, Latin music with energetic trumpet rhyme and the opening sound of Pepsi can catch my attention and make me feel excited. The themed soundtrack for this advertising video - Light It Up Remix by Major Lazer is played via video combined with the noise of the fans on the street creating an exciting atmosphere. Creativity is the soul of advertising and branding (Kokemuller). The art of football is bringing people together, in the video, Pepsi star team enjoy the moment playing football with fans from all over the world, especially Pepsi created blue balls paint inside and the players have to escape from the balls that they come from many directions. Blue paint splatters from the wall at people, but the high-energy atmosphere of football still spreads. From my point of view, Pepsi made a great innovation when they introduced an innovative idea: balls filled with paint in video commercials to convey the key message “I LOVE IT. LIVE IT. FOOTBALL". Amo stated that advertising featuring a celebrity creates attention and generates awareness of the product (Amo). The appearance of Lionel Messi, the greatest footballer of all time, brings a huge positive impact to the Pepsi campaign, such example Messi fans like me buy Pepsi products with his image on the can The frames with Messi's image took almost 10 seconds in a 1 minute video, I believed Pepsi did quite well with the storyline because they know that. his popularity is high and with millions of his fans, Messi can have a positive impact on consumers' attitude towards advertising to encourage the fans with the "LOVE IT. LIVE FOOTBALL". All elements of this video spot are good connections with the music, the creativity in creating football matches with balls full of paint and above all the appearance of the superstar Messi. These video ads manage to convey the message to the audience and convey the atmosphere of football, convincing people to enjoy the moment. The second video ad comes from Coca-Cola's partnership with McCann to showcase the 2018 FIFA World Cup "Ready For" campaign. According to More, the average attention span of viewers of the video is 8.25 seconds, however, in the first 10 seconds of the video, only the sleepy voice of the Coca-Cola employee is heard speaking to.