One of the great things about the World Cup is that the standard of the commercials goes sky high – much better than the superbowl commercials, sorry. Who can forget the Brazilians playing football in the airport in ’98 ?

[Pssst – Madison Avenue. TiVo owners don’t use the skip-30-seconds button to skip the commercials. They use it to skip the bad commercials.]

The high water mark this year was the Jose+11 series for Adidas.

¡Jose! ¡A casa!

After watching it at least 73 times, I only noticed last night that the soundtrack goes something like “If you don’t give my football back, I’m gonna get my dad on you.”

Like the best of art, the best lines from the best commercials leak into the culture so that I can now walk into any house in California and shout

I have found a way to carry six beers at the same time!

and get the immediate response

You’ve found a way to carry six beers at the same time? Brilliant!