Adidas having the last laugh?

That spectacular three minute "Write the future" Nike commercial can now be confined to the ash heap of history. Okay it will come back strongly during next year's advertising award circuit, but today Cristiano Ronaldo, its last surviving protagonist, meekly went the way of the others. Their future has been wrote.

The heroes in Adidas's vastly inferior campaign, on the other hand, are flying high. David Villa, aka "The Blaze" is the joint top scorer, while "The Spark", better known as Lionel Messi is arguably the player of the tournament so far. They go head to head in one of the commercials and will probably do the same for real in the semi-finals.

All is not lost for Nike though. A new spot in the campaign featuring Robinho has just started airing. And while he hasn't exactly set the World Cup alight, his Brazil are ominously starting to look like the last team that will be left standing.