The campaign is entitled "rituals" and was created by BMP DDB for Budweiser, the official beer of the 2002 World Cup.
There are three 30-second executions. One is called "home" and looks at the rituals of watching football at home. This includes the fact that all three-seater sofas can seat seven people; if you leave your seat you lose it, but if you bring back beer for everyone, you get it back; and possession of the remote control is the symbol of the host's power.
Another is called "preparing". It tells fans that when going to the fridge for a beer, they should use the "warm one in, cold one out" method, and emphasises the importance of having the biggest television possible.
The third is "bar", about the rules of watching football in a pub, all designed to make sure everyone gets a good view of the TV. It advises viewers to take into account the physics of hair to avoid being stuck behind the biggest hairdo in the bar and that, when returning from the toilet, walk like an armadillo and do not block anyone's view.
The ads break on ITV this weekend and will air throughout June.
Randall Blackford, marketing director at Anheuser-Busch Europe, said: "Whether they know it or not, passionate football fans follow many of the same rules while watching the game and having a Bud. Our 'rituals' campaign uses humorous situations to capture these shared experiences and shows the camaraderie of watching football and drinking Budweiser with friends."
Copywriter on the ad was Simon Veksner, while Nick Allsop handled the art direction. The ads were directed by Peluca.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .