During each World Cup there's always one advertising campaign that really captures the essence and spirit of the event. In 2002 it was the Coca-Cola ads that showed friends around the world meeting up in the middle of the night to watch the matches. In 1998 it was a tie between the Adidas Footballitis spots and the awesome Nike Mas Que Nada commerical.
This year it's all about Jose +10. These commercials perfectly capture the wonder of the game in all of its internationalist glory.