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.
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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.
