‘This time’: The World Cup commercials capturing Egypt’s soaring hopes

EXPLAINER

The advertisements play on Egypt’s poor World Cup record — and the belief that 2026 is different. With Egypt just one point away from a spot in the knockouts, they ring true.

The advertisements all start the same way. It could be a barber, an aunt or a family member in discussion with others about the FIFA World Cup, but in each case, they assume ...