CLEAR Men shifts the World Cup spotlight from players to fans

As the countdown to the FIFA World Cup 2026 continues, CLEAR Men is turning its attention away from the players and towards the millions of supporters whose rituals, superstitions and emotions shape the tournament experience.

Created by Ogilvy Singapore, the brand's new global campaign, "Make your World Cup legendary", celebrates football fandom and the lengths fans go to in support of their teams.

Rolling out across more than 40 markets, including Brazil, Turkey, Saudi Arabia, Egypt, Algeria, Morocco, Indonesia and several European markets, the campaign positions CLEAR Men as a key part of match-day preparation.

Don't miss: FIFA's image gets red card as World Cup controversy kicks off early 

According to the brand, while an estimated 95% of World Cup conversations focus on the matches, goals and players, the campaign seeks to spotlight the experiences happening beyond the pitch.

At the heart of the campaign is a film that captures the rituals and behaviours that unite football fans across cultures. Scenes range from a priest blessing a television before kick-off, to supporters livestreaming football-themed tattoos, friends painting one another's faces in team colours, and fans staying up late to watch matches on small screens.

The campaign is built on the insight that football fandom is far from passive. Instead, it is emotional, physical and deeply personal, with supporters investing just as much energy into the tournament as the players they cheer for.

By focusing on the sweat, nerves and intensity experienced by fans, CLEAR Men links its long-running "Keep a clear head" positioning to the match-day ritual. The brand argues that scalp discomfort, itchiness and dandruff can become distractions during crucial moments, making scalp care part of the preparation process before kick-off.

Axel Didon and Janath Gamage, creative directors at Ogilvy Singapore, said the campaign was designed to celebrate the passion that exists outside the stadium. "This film is about the passion that lives outside the stadium, in the rituals, the superstitions and the things fans do to show up fully for the game they love," they said.

Beyond the campaign film, the initiative spans television, digital and in-store channels. It also introduces limited-edition CLEAR Men packs featuring football stars Cristiano Ronaldo, Vinicius Júnior and Kenan Yıldız.

Fans can also compete for one of 50 "Golden bottles" available in each participating market. The collector's edition product cannot be purchased and instead serves as the gateway to promotional prizes, including trips to the FIFA World Cup 2026.

For CLEAR Men, the campaign reinforces the brand's role as a companion to football fans throughout the tournament, not just as a grooming product, but as part of the rituals that surround the world's biggest sporting event.

Brands across the globe are stepping up their marketing efforts as FIFA World Cup 2026 fever builds.

Samsung recently launched a campaign celebrating its 20th consecutive year as the world's leading TV brand, positioning itself as the screen of choice for football's biggest moments. Titled "When it matters, watch it on a Samsung", the campaign is built on the idea that landmark viewing experiences deserve to be watched on Samsung televisions.

Meanwhile, Coca-Cola unveiled "No better feeling", the final chapter of its FIFA World Cup 26 campaign and the culmination of its global "Feel it all" platform. The film continues the brand's focus on the emotions and shared experiences of football fandom, rather than the action on the pitch alone.

On the other hand, McDonald's tapped into tournament excitement with a global programme of limited-time meals, collectible merchandise and fan experiences. The campaign includes FIFA World Cup 26-themed meals and Happy Meals featuring collectibles inspired by football stars including David Beckham, Ronaldinho, Thierry Henry, Son Heung-min and Lamine Yamal, alongside fan-favourite character Grimace.

Related articles: 
Coca-Cola brings World Cup cheer to Hong Kong fans
You’re not ready for how much this World Cup ad wants you to feel things
The FIFA World Cup is coming to McDonald's, and Grimace made the squad