Coca-Cola is giving the 2022 FIFA World Cup in Qatar on November 20 its all. The new campaign, Believing is Magic, builds on the Real Magic platform launched last year and will run in 200 countires. It leads with a 60-second TVC and includes influencers, commercials featuring devoted fans, a digital hub where people can predict winners and sponsorship of the trophy tour to all thirty-two qualifying FIFA World Cup nations.

The fans commercials reveal the outlandish promises many fans would make if their team could win the FIFA World Cup – getting a tattoo, shaving their head, running to work every day. It also invites viewers to share their own promises for the chance to be included in Coca-Cola packaging, digital content or outdoor creative.

“Believing is Magic is the manifestation of Real Magic through the lens of football and the FIFA World Cup. The beauty of this idea is that no matter if you think your team will win or lose, there’s an inherent and powerful belief. We’ve seen, time and time again, the power of believing David can beat Goliath, stated Brad Ross, VP of global sports & entertainment marketing for The Coca-Cola Company in a Coca-Cola blog.

Coca-Cola has partnered with FIFA since 1974.