The FA hopes the outdoor, digital and cinema “football needs you” activity will help to attract 50,000 new level one coaches by 2011 and 8,000 new referees by 2012.
Advertisements feature people that spend some of their spare time coaching or refereeing games.
A cinema ad will also feature cameo appearances by England coach Stuart Pearce and 2010 FA Cup Final referee Chris Foy.
The campaign forms part of the FA’s “national game strategy”, a £200m investment in grassroots football.
The coaching initiative is backed by McDonald’s and the referee drive is in association with Carlsberg.
Julian Eccles, the FA’s group director of marketing and communications, says: “This campaign is the first of a series The FA will be running during the season. We will be using a variety of techniques to reach new audiences to encourage them to get into football.
Last week, the FA said its losses narrowed in 2009 to £3m from £12m in 2008.