Joined by Kylian Mbappé and Vinícius Jr, the four football stars compete (and fail) to claim a brick-built World Cup trophy in LEGO's “Everyone Wants a Piece” ad.
Cristiano Ronaldo and Lionel Messi might be nearing the final chapters of their legendary rivalry - but together, they’re still capable of breaking the internet.
The two icons of modern football have reunited for another World Cup-themed advertisement, this time ahead of the 2026 tournament in the United States.
After their viral Louis Vuitton chess campaign before Qatar 2022, Ronaldo and Messi are back - but this time joined by the next generation in Real Madrid's Kylian Mbappé and Vinícius Jr.
The four athletes star in LEGO’s new “Everyone Wants a Piece” campaign, promoting a collection of football-themed mini-figures released in anticipation of the summer's tournament.
In the advert, the four superstars appear gathered around a dimly lit table with a brick-built version of the World Cup trophy at its centre. As the table slowly spins, each player attempts to plant their own mini-figure on top of the trophy - to claim it as their own.
But in a playful twist, none of them succeed. Instead a young child suddenly enters the frame and places his own mini-figure on the trophy.
Messi shared the clip on his Instagram, adding the hashtag: “HonestlyIt’sNotAI" to the caption. LEGO separately also posted the video, collaborating with Ronaldo, Mbappé and Vinícius Jr. In just a day, Messi's post of the advert has gained 17 million likes with over 180 million views.
Each player now has their own LEGO mini-figure set, designed to build hype ahead of what could be Ronaldo and Messi's sixth - and likely final - World Cup appearances.
Fans have flooded social media with reactions, with one comment declaring it the “most GOATed ad of all time.” Another joked: "This might be the most expensive group chat ever assembled."
Others simply marvelled at the sheer scale of the collaboration, wondering just how enormous the production budget must have been.
DW Deutsch 
TechCrunch 
