Supercell has launched a new global marketing campaign for Clash of Clans, featuring football legends Thierry Henry, Kaká, and Bastian Schweinsteiger.
The campaign promotes the reintroduction of the game's Global Chat feature.
>>> Rebecca Lowe Leads Fox Sports Broadcasters Amid High World Cup Viewership
The campaign, developed by agency Uncommon Stockholm, debuted on June 29, 2026.
It coincides with a football-themed Clan War League tournament and a mockumentary short film directed by Gary Freedman and MJZ.
The promotional film adopts the style of a premium sports documentary. The three former athletes engage in competitive banter about strategic mastery in mobile gaming.
The main focus is the June 17 launch of the highly requested Global Chat system. This feature allows players to communicate and plan tactics directly within the game.
“The comedy relies entirely on the contrast,” said Viktor Einarsson, creative at Uncommon Stockholm.
The marketing initiative aims to capture consumer attention during a summer packed with major international football tournaments by subverting traditional athletic advertising tropes.
“During a massive football summer, every brand is fighting for attention,” added Björn Ståhl, CCO at Uncommon Stockholm.
“We wanted to cut through that noise by flipping the expected tropes and create something that can help Clash of Clans win in the feed and fuel their momentum forward.”
The athletes highlighted how the mobile strategy game mirrors the collaborative dynamics and communication requirements found in professional sports.
“Competition is a mindset.
>>> Paraguay Stuns Germany on Penalties to Reach World Cup Round of 16
