Coca-Cola pops the lid on fan emotions in high-drama World Cup film

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Coca-Cola has launched “Uncanned emotions”, its second global brand film for the FIFA World Cup 2026, as the beverage giant doubles down on emotionally charged storytelling around football fandom.

The spot follows “Bubbling up” and is the second instalment in a three-part campaign series for the tournament. Where the first film focused on energy and anticipation, “Uncanned emotions” zooms in on the raw, unscripted highs and lows experienced by fans during a match.

To amplify authenticity, Coca-Cola has tapped legendary football commentators Peter Drury and Luis Omar Tapia to provide play-by-play narration over the fan journey, giving the film the feel of a live broadcast rather than a traditional commercial.

Don't miss: Coca‑Cola gets fans bubbling ahead of FIFA World Cup 2026

Positioned as a celebration of the “full spectrum” of supporter emotions, from anxiety and heartbreak to euphoria, the film is designed to resonate with hardcore football fans while remaining accessible to a broader audience beyond sport.

The campaign reinforces Coca-Cola’s status as one of the longest-running partners of the FIFA World Cup, with a relationship spanning five decades. It also anchors a wider ecosystem of fan-facing activations that extend beyond screen.

These include the FIFA World Cup trophy tour by Coca-Cola, which will once again give fans around the world the chance to see the trophy up close, and a renewed collaboration with Panini.

The tie-up with Panini will see a custom sticker collection roll out in both physical and digital formats, featuring iconic players and teams to reignite the nostalgia and collectability around the tournament.

Coca-Cola said “Uncanned emotions” is aimed at strengthening its role as a companion to fans as they “navigate the drama, delight and passion” of football’s biggest event, with more FIFA World Cup 2026 creative and experiential activations set to be unveiled in the coming months.

"FIFA World Cup 2026 is more than just a tournament, it’s one of the greatest shows on our planet. Every four years during this period, billions of hearts beat in sync, carried by the same rhythm of anticipation and hope. From the bustling streets in Rio to the fan parks in Berlin; every feeling is shared and every emotion matters—joy, heartbreak, anger, relief, pride, and even tears all have a place - every game is a roller coaster of emotions," said Arnab Roy, president, Coca-Cola global category.

He added, "'Uncanned emotions' embodies this spirit and showcases how Coca-Cola naturally fits into and enhances these collective human feelings that only football’s biggest stage can deliver."

The latest film builds on Coca‑Cola’s broader FIFA World Cup 2026 marketing push, which also leans into music-led storytelling. Last month, through its global music label Real Thing Records (RTR), Coca‑Cola released a reimagined version of Van Halen’s 1980s hit Jump as an official anthem for the tournament, performed by J Balvin, Amber Mark, Steve Vai and Travis Barker, and released via RTR in partnership with Capitol Records.

Honouring the original’s signature synths and guitar work while adding modern production, the track was first teased in the “Bubbling up” campaign and is accompanied by a vibrant animated music video art directed by McFlyy, featuring animated versions of the performers and a cameo by Lamine Yamal. Timed for the FIFA World Cup 2026 buildup, Jump continues Coca‑Cola’s run of World Cup anthems, following K’naan’s Wavin’ Flag (2010), Jason Derulo’s Colours (2018) and a reimagining of Queen’s A Kind of Magic (2022).

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