The football world championship is over, but hardly at all. But after the world championship, I saw a World Goal in a phone company announcement. Although there were no players or herbs, I found it a great marketing goal, in great letters that the sellers of rhetoric like, in order to attract young people: “It’s us who are always connected.”

The company has tried to sell more of the product it “offers” by relying inexorably on a sign of identity; moreover, it has created a mark of identity. You don't have to be ashamed: if you're young, it's normal that you want a permanent connection, even if you ask your parents. It's a matter of generations. Because we, unlike you, are always connected. You have to understand it, Dad, because things have changed.

It is a nice play to differentiate itself from adults – from the elderly, from the parents – using the mastery of the generational gap of the moment. Therefore, those who are always connected are in the process of empowerment. They can be proud of what they are.

Once the World Cup is over, it seems that it is too late to ask for the VAR. The marketing it plays in all the selections has made a World Goal. Another one.