For a company attempting to conjure a healthier image, being a longtime sponsor of the World Cup continues to be a good move. The McDonald's MCD 0.17% ad focuses on fitness for a variety of age groups: a young boy, a middle-aged woman, and an elderly man. And the cast of characters are all unified by one thing: a passion for soccer (and crazy talent to go with it).

With “Oh By Jingo” playing in the background, the aims of the ad are simple, too: keep the focus on the football, not the food. In fact, save for a sign near the ad’s end with a soccer ball and a McDonald’s logo in the middle, there’s no mention of the fast food giant.

The subtle branding plays into the company’s desire to expand overseas and, as with Visa, is reminiscent of McDonalds' 2005 Healthy Living campaign, as it continues to face pressure about the nutritional benefits of its food.

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