"The World's Gone Football"

3 June 2026

60s

Let the games commence.

Roy Keane has time to drop a couple of his most grumpy bon mots in this ad for Sky Bet ahead of the World Cup but, generally speaking, he reflects co-star Micah Richards's upbeat vibe. It's a brave director who asks Keane to let his hair down, but Rich Hall has done exactly that in filming the script provided by Anomaly.

Much has been made of America's notoriously poor understanding of football in the run-up to the 2026 edition - so much so that you could almost forget that Canada and Mexico are co-hosting - nad this is again in the spotlight as Keane expresses his disgust at the idea of referring to his beloved sport as 'soccer'.

Mayhem follows and it's a useful reminder that the circus is about to roll into town... as if we could forget it with every other TV ad now referencing the World Cup.

UK

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