When the 2026 FIFA World Cup kicks off this summer on North American soil, Africa will be watching – even if it means watching all through the night. BETC Paris has turned that into an ode to a continent united by football for African sports channel, Supersport, part of CANAL+ subsidiary, MultiChoice.

Everything Can Wait is built from an unarguable observation.The 2026 World Cup will be played in North American time zones, meaning most matches will air deep into the African night. And yet, thanks to DStv’s channel SuperSport, nobody will miss a second.The film leans into this truth with joy rather than fatigue. It spans the content with its tableau. Africa is asleep in streets, in offices, in markets, not from exhaustion, but from devotion. Cities have gone quiet. Schedules have collapsed. Alarm clocks have been silenced. Sleep, meetings, deadlines, family dinners – everything can wait. The FIFA World Cup always comes first.

More than a sports ad, the film is a genuine celebration of pan-African identity. Football there is not a pastime, it is a collective heartbeat. Everything Can Wait draws on the visual richness of dozens of communities across the continent. It is unapologetically African, unapologetically emotional, and unmistakably of this moment.

“We wanted to show how Africa unites around football, especially with the continent sending its largest contingent to the FIFA World Cup in history, with 10 African teams qualified. With sports as a key pillar for our group, this campaign produced with BETC Paris is also an opportunity to bring CANAL+’s creative DNA,” stated Hala Saab Africa communication director for CANAL+/ Multichoice.

To direct the film, BETC Paris turned to one of the most compelling voices in contemporary African filmmaking – South African director and multidisciplinary artist, Jabu Nadia Newman. Newman gained international attention first with The Foxy Five, a web series she wrote independently and directed as a student at the University of Cape Town. The work sparked real cultural debate and announced an exceptional instinct for storytelling rooted in lived experience. Her short film, The Dream That Refused Me, a lyrical meditation on African diaspora identity commissioned by NOWNESS and the British Council, earned her a Cannes Young Directors Award and cemented her as a genre-defying talent with genuine international reach.

The campaign underlines CANAL+’s belief that entertainment should add something real to people’s lives. Content should matter. BETC Paris has been CANAL+’s creative partner since the very beginning and that is responsible for some of the most awarded and culturally resonant broadcast advertising of the past three decades. For this new market CANAL+ is entering, Havas Johannesburg played a key role in shaping the strategic planning and ensuring the work resonates with local cultural nuances and audiences. Everything Can Wait is the first major expression of what that partnership looks like.

The campaign launched on May 11 across 22 countries. The film exists as a 60-second, two 30-, two 15- and two 6-second versions. The campaign also includes key visuals that will be displayed in two phases.

Credits:
Client: Canal+ (Supersport)
Client Team: Emilie Pietrini, Hala Saab, Ryan Cumming, Nhlanhla Lebethe, Yatish Narsi, Sandiselwe Gamede, Angerie Van Wyk

Creative Agencies: Betc & Havas Johannesburg
Account Team: Mathilde Lançon, Grant Fega, Kenza Daoudi, Stephanie Mazingi, Carel Scheepers
President & Chief Creative Officer: Stéphane Xiberras
Executive Creative Director: Nicolas Lautier
Creative Director: Eric Astorgue
Copywriter: Guillaume Denis
Art Director: Matthieu Hamon
Assistant Art Directors: Margot Pinguet, Martin Causse
Music Creative Director: Adam Ghoubali
Strategic Planning: Mia Assor, Victor Peltier
Creative Ressources Coordinator: Florence Bonneau
Creative Producer: Slim Trabelsi

Production Company: Prose On Pixels
Director: Jabu Newman
Director Of Photography: Jason Prins
Photographer: Antonia Steyn
Producer: Carl Cohen
Executive Production Company: Patriot Films  
Executive Producer: Zayd Halim
Post Producer: Claire Prud’homme
Editor: Xander Van Der Westhuizen      
Colourist : Kyle Stroebel
Sound Company: Prose On Pixels
Sound Post Producer: Marion Toreilles