South Africa, June 10 -- Here are some of the ads tapping into football fever:

Nike leads with spectacle. Its Rip the Script campaign which turns football into a cinematic action packed universe, blending the sport stars with global entertainment figures in a way that keeps the spirit of the Nike brand of being true to yourself.

Coca-Cola, by contrast, has retreated from spectacle into sentiment. Its Feel It All campaign focuses on the emotion of fandom: anticipation, disappointment, celebration and ritual.

Even fast-food brands are in on the action. KFC's Best Legs campaign sidesteps football spectacle in favour of humour and product association by letting chickens take over training.

Uber Eats has joined the World Cup marketing scra...