We showed 673 fans three versions of the same World Cup ad, one global, one local, one in between, and asked them to choose.
If one ad worked, the global line would win every country. It didn't. What lands in one place falls flat in the next.
The global line was the most-picked, and it bothered almost no one. Over half the room still argued with it.
A local truth lands when it ends in pride, like Argentina and Messi. It backfires when it just reopens a wound.
Latin America points at the home team. England and France brush it off. In the US, fans say the game belongs to other countries.
A third pushed back without being asked: violence, racism, women shut out, and tickets nobody can afford.
Almost everyone watched the same way: home, with friends and family. Why it mattered changed by country.
A quarter called out copy that felt fake or try-hard. The newest red flag: lines that "sound like AI."
Eight of ten markets saw translated copy. People felt the seam in the German, Hindi, and Mexican lines before they could name it.
They follow their family's country, not where they live. US-born fans pick the global line 75% of the time.
A four-figure ticket kills the unity message. To the priced-out fan, "for everyone" rings hollow.
Occasional fans pick the global line 54% of the time. Die-hards drop to 41% and lean toward the bridge.
The same emotions held everywhere: anticipation, belonging, pride. Change who the ad is about, and how it's said.
673 AI-moderated interviews across ten countries. Mean interview quality 3.88 of 5. 615 rated good or above.
The full study, methods, and interview-quality scoring.