CLEAR Men Celebrates the Rituals, Superstitions, and Shared Moments of Football Fandom

As the world gears up for football’s biggest stage, CLEAR Men and Ogilvy Singapore are turning the spotlight away from the pitch and onto the people who live every moment just as intensely: the fans. While an estimated 95% of World Cup conversations focus on the matches, goals and winners, the campaign celebrates what happens beyond the game itself: the rituals, superstitions and shared moments that make football fandom legendary.

Launching across more than 40 markets as a digital-led campaign, CLEAR Men’s new global FIFA World Cup 2026 campaign, ‘Make Your World Cup Legendary,’ celebrates the rituals, emotions and physical intensity of football fandom, positioning the brand as the match day partner that supports the supporters. Brazil, Turkey, Arabia, Egypt, Algeria, Morocco, Europe and Indonesia are among the key markets bringing the campaign to life.

While football legends are made on the field, the World Cup experience is experienced far beyond the stadium. In homes, streets, cafés and gathering places around the world, fans create their own rituals around every match, shaped by hope, superstition, devotion and the belief that how they show up can make all the difference.

The campaign is rooted in a simple but powerful truth: football fandom is not passive. It is emotional, physical, and deeply personal. Conceived by Ogilvy Singapore, the campaign film captures the universal and deeply human rituals that define football fandom across cultures and continents.

From a priest blessing a television with incense before kick-off, to fans livestreaming tattoos as acts of devotion, friends painting each other’s faces in team colours and young supporters huddled around a tiny screen long after midnight, the film celebrates the gestures, superstitions and shared moments that make football unforgettable.

By spotlighting what supporters put themselves through for the teams they love, the campaign reframes match-day preparation through the lens of fandom. The heat, sweat, nerves and intensity of the game are not only felt by players on the pitch, but by fans watching every pass, tackle and goal as if they were part of the action. With “Keep A Clear Head” as the campaign’s reason-to-believe, CLEAR Men connects scalp care to the modern match day ritual by helping fans stay fresh, comfortable and focused, so they can make their World Cup legendary from before kick-off to the final whistle.

Rolling out across TVC, digital and in-store channels, the campaign also includes limited-edition CLEAR Men packs featuring football stars including Cristiano Ronaldo, Vinicius Júnior and Kenan Yildız. Beyond the limited-edition packs, fans can also unlock access to the coveted CLEAR Men FIFA World Cup 2026 Golden Bottle – an ultra-exclusive collector’s edition with only 50 available in each market. Not available for purchase, the Golden Bottle must be earned by participating in CLEAR Men’s promotional campaign, rewarding loyal fans with the chance to win the ultimate prize: a trip to the FIFA World Cup 2026.

​Axel Didon and Janath Gamage, creative directors, Ogilvy Singapore, said, “This film is about the passion that lives outside the stadium, in the rituals, the superstitions and the things fans do to show up fully for the game they love. CLEAR Men has a role to play in those rituals too, helping fans show up confident and free from distractions like dandruff, so they can enjoy it to the fullest and focus on supporting their teams all the way.”

For CLEAR Men, the campaign reinforces the brand’s role as part of fans’ match day preparation.

​Rohit Pathak, global vice president, CLEAR, added, “CLEAR is part of fans’ match day rituals, just like putting on a lucky jersey or gathering with friends before kick-off. As emotions rise and pressure builds, the last thing fans want are distractions such as dandruff, itchiness or scalp discomfort taking them out of the moment. By helping keep the scalp fresh and free from distractions, CLEAR helps fans stay focused on what matters most throughout every match. That is what makes CLEAR a true matchday partner.”

The campaign launched globally on June 9th, 2026, and will run throughout the tournament across key markets.