Like the Superbowl, adland's World Cup efforts have been carefully scrutinised by many sites. Rob Mortimer's analysis is an interesting one on the topic, but there are a few ads missing which I rate:
Saatchi & Saatchi's 'Old Lions' is a natural extension of the 'Carlsberg don't.../probably' positioning. It is especially notable for the interactivity of the spot - being able to press the red button to view a full length version of the spot is a great move, especially in such an inspired shoot - the players looked as if they were having a great time.
That kind of chemistry is infectious and, i'm sure, really aided the execution. Another notable point is the microsite - it's absolutely brilliant. Click the picture below to see it:
Mother's 'Goal!' spot for Coca-Cola really communicates the passion which the football fan feels, something which the rest of the World Cup ads ignored, for one reason or another. It's also probably the most original execution out of all of the ads, with the claymation esque figures detailing the pure joy that football can bring.
The above link is for the full 45 second execution; it's great.
To quote Alan Partridge... "back of the net".