The World Cup is here, and with it come new advertising campaigns on our screens. In this case, it is Movistar, Adidas and Lenovo who are joining in with this global sporting event, each with their own campaigns on the outdoor screens at Cines Callao. Under the slogan ‘It’s for La Roja, it’s for everyone’, Movistar shows its support for the Spanish national team with an advert showcasing the epic efforts of some players through sequences generated by artificial intelligence (AI).

For its part, Adidas uses images of Pedri and Lamine Yamal in moments away from football, accompanied by the tagline ‘You got this’, whilst Lenovo is proud to be the Official Technology Partner of the FIFA World Cup, with a advert featuring former footballer David Beckham as an ambassador for the brand and its AI technology ahead of the World Cup.