LEGO has released an ad timed to the upcoming 2026 FIFA World Cup, featuring football’s biggest stars.
Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Jr. appear in the video alongside their LEGO mini-figure counterparts.
In the video, the footballers sit around a table, building the World Cup trophy, each attempting to place his mini-figure on top. At the end, a teenager steps in, puts his figure on top and completes the assembly.
The ad quickly went viral, garnering over 100 million views and generating buzz on social media.
According to estimates, hiring these stars came at a considerable cost — contracts with footballers of this caliber typically run into the millions. Fees for Messi, Ronaldo and Mbappé alone are believed to range between $20 and $50 million.
The campaign is timed to the 2026 FIFA World Cup. LEGO will also release themed sets inspired by the players’ careers and their national teams’ colors, each featuring the corresponding mini-figures.
