The World Cup as always brings its colossal TV audiences. ITV for example boasting almost 20 million for England’s opening game with the USA. It’s no wonder that everyman and his dog (well those with the bottomless pockets to snap up such prime time commercial opportunities) creates an advert for such an occasion. Even if England's World Cup campaign may be proceeding according to a familiar narrative on the pitch – swinging between wild optimism and crushing disappointment.

We are often asked by our clients about the problems of ad avoidance – sky +, pop up blockers etc etc. However, these ads show that if involving, shareable and entertaining content is produced then consumers will actively seek out your advertising message. A few years ago as many people would see a good ad as a bad one. Now many, many more will see a good ad, and many will actively avoid the bad ones.

Below are 3 current ads that have started many discussions within the agency over the last week or so…