Volkswagen has unveiled a new advertising campaign for the 2026 FIFA World Cup starring Carlo Ancelotti, shortly after renewing its sponsorship agreement with Brazilian Football Confederation (CBF) following a 12-year absence.
Created by AlmapBBDO, the campaign, titled “Sonhos” (“Dreams”), imagines a Brazil already celebrating its long-awaited sixth FIFA World Cup title ahead of the tournament in the United States, Canada and Mexico.
The campaign marks Volkswagen’s return as an official CBF sponsor after previously partnering with the federation between 2009 and 2014. The renewed agreement was officially announced in February this year.
The commercial combines football nostalgia, Brazilian cultural references and emotional storytelling to reinforce Volkswagen’s long-standing relationship with Brazilian consumers. Set to the iconic samba-enredo “O Amanhã,” the film portrays celebrations across Brazil while showcasing several Volkswagen models sold in the country over the decades.
Driving a new Volkswagen Tiguan, Ancelotti becomes the central figure connecting the campaign’s themes of hope, confidence and national pride.
The campaign also revisits historic moments tied to Brazilian football culture, including the iconic Volkswagen Gol Copa 1994 edition launched during Brazil’s fourth World Cup triumph in the United States.
Adding to the nostalgic atmosphere, legendary broadcaster Galvão Bueno narrates the imagined final moments of Brazil’s “hexa” victory in the commercial.
According to Livia Kinoshita, marketing director for Volkswagen in Brazil and South America, the campaign highlights trust as a core value shared by both the brand and Brazilian football culture.
Ancelotti has rapidly become one of the main commercial faces linked to the Brazilian national team since taking charge. In addition to Volkswagen, the coach recently fronted campaigns for Brahma and appeared in promotional content for Amazon Prime Video during the 2025 Copa do Brasil final.
Produced by Anonymous Brasil, the Volkswagen campaign will run across digital platforms, free-to-air television and influencer-led activations throughout the World Cup cycle.