World Cup: soccer match and advertisers’ dream

06/10/2010 at 11:50 AM Leave a comment

The Zag blog took a short hiatus while we underwent some staff changes, but after Kelsey’s blog last week we are back up! First off, we have four new bloggers who will be introducing themselves over the coming weeks and it looks like I’ll be the first. My name is Lauren, and I graduated from TCU about a month ago with a degree in strategic communications and history.

Now, on to more interesting things…

Friday marks the opening of the World Cup, arguably the largest sporting event in the world. While soccer may not be as influential here in America, to the rest of the world, it is life.

I will be the first person to admit that I know nothing about soccer. Yet, as the World Cup draws closer and excitement/TV coverage increases I have begun to garner an interest in the event. Perhaps it is because I view the World Cup as another excuse to get together with friends, but I have to admit the sport is becoming more and more interesting.

Like me, it appears that marketers have also taken note of the influence the World Cup holds throughout the world. Thus, numerous companies have created ads to reach this diversified audience. The ads created for the event vary from inspirational to humorous, all in an attempt to grab the attention of the billions of viewers who will be tuning in.

Getting the most online attention is Nike’s creation, a three-minute ad directed by famed director Alejandro Gonzalez Inarritu. In fact, they have claimed that the commercial is their best piece of advertising to date. Entitled “Write the Future,” the ad depicts soccer stars Cristiano Ronaldo, Wayne Rooney and Didier Drogba envisioning the future after they save (or lose the game) with a single play. The commercial integrates scenes from around the world as well as some of the most famous people in pop culture, from Homer Simpson to Kobe Bryant to the “Elvis of Italy.” All in all, the ad is a pithy take on the effect soccer has around the world.

Write the Future: Nike

Another World Cup ad gaining recognition is Coca-Cola’s “History of Celebration.” It opens 20 years ago with soccer star Roger Milla’s celebratory dance after scoring a goal. What follows is a montage of soccer stars and fans dancing and celebrating on the field and in the stands. The ad implies that Milla’s liberated dancing taught the world to celebrate and to live. While a tad cheesy, the ad is a tribute not only to Milla but also to the excitement and joy that so defines the World Cup.

History of Celebration: Coca- Cola

Finally, Carlsberg Beer has created an ad that in their mind is the ultimate team talk. Staged in the locker room for the British soccer team, “Carlsberg Team Talk TV Ad” is an uplifting take on the locker room speech that will precede the most important game of the athletes’ lives. The dialogue pushes the men of England to “become immortals,” and to push the boundaries, to make all opponents wish they had never taken on the English team. This rendition of a team talk is a powerful mantra and while it is directed specifically at the English population, it still resonates with me, the American, amateur, soccer fan.

Carlsberg Team Talk

All in all, soccer fever is reaching an all-time high, and the ads that are circulating around the world only add to that excitement. Friday’s opening game is sure to be historical, only time will tell if these ads will also go down in history. Time will also tell if I can cultivate a true love of soccer. Well, maybe just an understanding of the game would do!

I am also the blog administrator so please email me with any questions/ comments/ concerns. We love them! hensarling@zagimc.com

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