Your TV is no doubt currently inundated with consumer products and services informing you that they are indeed England's official World Cup sponsors. And what do all these adverts have in common?
Correct, they're all guff.
Whether it's Peter Crouch doing keepy uppys with a Baby Bel or Emile Heskey demonstrating why Charmin really is his preferred choice of kitchen towel, rest assured, you'll be left wondering just what lengths footballers will go to in order to pick up some extra cash, and indeed what lows products will go to for an endorsement.
On the flip side, there are some good ads out there at the moment and from years gone by, so enjoy, in no particular order:
Nike - Write The Future
Currently doing the rounds, this is a quality ad showing the fine margin for error that players will have over the coming month. Back of the net = hero. Mistimed tackle = villain.
Nike - Good Vs Evil
Cantona and a host of Europe's top footballers take on the Devil and his Demons XI
Nike - Brazil at the Airport
Samba football at it's best, spawned a load of imitations, most notably Scotland's 98 World Cup Video (which I've just discovered is not on YouTube)
Nike - A Little Less Conversation
Another Nike classic treated us to yet more stars and skills, and spawned a top 10 hit:
John Smith's - 'Ave It
Ok, it's not World Cup - but it's football, beer, Bolton, funny and NOT by Nike: