‘This time’: The World Cup commercials capturing Egypt’s soaring hopes

LUSAKA – As the 2026 FIFA World Cup approaches, an expanded format has ignited a fresh wave of optimism across the African continent, nowhere more evident than in Egypt, where advertising campaigns are ingeniously tapping into the nation's soaring football hopes. These commercials, often featuring everyday scenarios like barbershop banter or family discussions, all converge on a singular, powerful message: 'This time' will be different for the Pharaohs. This sentiment, though specific to Egypt, resonates deeply with Zambian football enthusiasts and other African nations who dream of greater representation and success on the global stage. The advertisements, as reported by Al Jazeera, cleverly juxtapose past World Cup heartbreaks with a palpable belief that the 2026 tournament, with its increased slots for African teams, presents an unprecedented opportunity. They reflect a cultural phenomenon where football is not just a game, but a profound expression of national pride and collective identity. For Zambia, a nation with its own rich footballing history and a passionate fan base, this Egyptian narrative strikes a familiar chord. The Chipolopolo's historic 2012 Africa Cup of Nations victory remains a testament to the nation's potential, and the prospect of a World Cup berth under the new format fuels similar dreams and aspirations among Zambians. The commercial strategies employed in Egypt are particularly insightful. They move beyond simple product promotion, weaving themselves into the fabric of national aspiration. By featuring relatable characters and scenarios, these adverts create an emotional connection, transforming consumer goods into symbols of national unity and hope. This approach could serve as a blueprint for Zambian brands looking to connect with the populace through sport, especially as the nation eyes future major tournaments. The power of football to unite and inspire is a universal truth across Africa, and these campaigns effectively harness that