Visa tabs Nobel laureates for its 'United In Rivalry' World Cup campaign

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"Football isn't life or death," says Bob Geldof. "It's much more important than that."

And there, within that statement from the famed Live Aid activist, lies the thrust of Visa's new World Cup "United In Rivalry" campaign featuring a handful of Nobel Peace Prize laureates. Posed the question of whether or not such esteemed peacemakers can summon the passion and intensity for football as the rest of us, the group responds in the affirmative. The sport and World Cup tournament arouses the same intensity for people like Geldorf (2006 Nobel nominee), David Trimble (the 1986 winner fron Northern Ireland, Lech Walesa (Poland, 1983) and Leymah Gbowee (Liberia, 2011)

While other World Cup spots have focused on animated superstars and headphone-wearing iconoclasts, this campaign is a tad more reserved. But deep down, these honorees insist, their hearts are pumping just as fast as anyone else when the clock is winding down.

What has been your favorite World Cup ad so far?