Fox is ramping up its "The World Becomes the FIFA World Cup" ad campaign 30 days out from the start of the tournament in Russia. A new ad, "This Summer," rolls out today across multiple Fox-owned TV networks. The spot stars David Beckham, USWNT F Alex Morgan, Evander Holyfield, 76ers C Joel Embiid and actor Ryan Reynolds, who appears as the title character from his new film "Deadpool 2." In a nod to the famous incident of Mike Tyson biting his ear, Holyfield watches Uruguay F Luis Suarez, who is known for biting players, and critiques his past controversial tactics (Fox Sports). CREATIVITY-ONLINE's I-Hsien Sherwood noted the 90-second "star-studded spot ... plays up the amazing things to come" in the event. Argentina F Lionel Messi "becomes an anime' god' with blue hair," while EPL club Manchester United teammates Marcus Rashford (England) and Anthony Martial (France) "become rivals as avatars" in the EA Sports "FIFA" video game. Other spots in the campaign "touch on Mexico's 'curse,'" the rivalry between Messi and Portugal F Cristiano Ronaldo and Ronaldo's scoring ability. The main ad will run tonight during TNT's coverage of Warriors-Rockets Western Conference Finals Game 2 (CREATIVITY-ONLINE.com, 5/15).
