He Gets Us unveils 2026 World Cup campaign — VOTE NOW in Ad Meter Brand Spotlight

Rick Suter, USA TODAYWed, June 24, 2026 at 12:47 AM UTC

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The agony of defeat takes center stage as the He Gets Us campaign reveals a new commercial for the 2026 World Cup.

Part of the ongoing initiative that invites people to consider Jesus and why he matters, He Gets Us first appeared during the 2023 Super Bowl, creating plenty of conversational buzz with commercials that landed in the top 15 of the USA TODAY Ad Meter ratings, with the "Be Childlike" spot finishing eighth.

Ad Meter Brand Spotlight: Nike blends chaos with star power in World Cup campaign — VOTE NOW

Since then, the creative's distinct visuals and score have become synonymous with the campaign, bypassing the flash of celebrity and instead identifying with cultural themes through gritty black-and-white imagery and powerful cinematography to introduce the dramatic scenes.

The latest creative, titled “Lose," keeps up that creative dynamic and turns the spotlight on mental health and the stress associated with navigating the common mindset of "Win at all costs."

"The campaign taps into a broader cultural exhaustion around achievement, hustle culture, and performance-driven identity, asking whether we’ve defined 'winning' incorrectly," He Gets Us said in a statement. "Rather than dismissing ambition or competition, the campaign reframes the deeper question, 'What if our worth isn’t something we earn?'"

Ad Meter Brand Spotlight: Nike blends chaos with star power in World Cup campaign — VOTE NOW

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At the forefront of the new campaign, that timely question is directed to the massive World Cup audience with a purpose. According to the data in one study, 89% of Americans who struggled to reach their goals admitted that the battle takes a toll on their mental health.

Understanding that cultural conflict, the message in the He Gets Us commercial isn't necessarily looking to flip the script, though, but rather to encourage people to simply start a new scene.

"In a culture wired to win at all costs, the campaign makes the case that setbacks might actually be the starting point for growth and purpose — not the end of the story."

USA TODAY Ad Meter Brand Spotlight: What do you think of the He Gets Us campaign?

About USA TODAY Ad Meter Brand Spotlight

USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.

Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight will take a broader, overall view of how brands are impacting the global audience during the five-week run.

This article originally appeared on Ad Meter: He Gets Us looks at 'winning culture' pressures in World Cup campaign

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