My 2 favorite World Cup ads at this point of time are embedded below. And let me just add here that I love the fact that for a LOT of video spots, ESPN has been using U2 tunes. So far I've heard COBL, Elevation, Vertigo, It's a beautiful Day. It's AWESOME. Catches the spirit completely.
Here's the Jose + 10 ad by Adidas. Love it.
And here's an amazing ad from FIFA women's world cup in 2003.