The 2010 FIFA World Cup South Africa contributed to great creativity from FIFA sponsors and NON sponsors. Some insipirational advertising campaigns caught my attention. I have taken the ones I believe to be the most compelling and cool, and would love to hear your comments and inputs.
Write the future: Nike
Nike who is not a World Cup sponsor appointed the advertising agency Wieden + Kennedy to create a football viral. It was a big success from week 1 with more than 7 million views.
Fast vs Fast: adidas
adidas is a FIFA partner and launched the Fast vs Fast ad starring Messi and Villa. Strong promotion of the F50 adizero, the featherweight football shoe.
History of Celebration: Coca-Cola
Coca-Cola is celebrating football through football celebration. That makes sense right? Interesting angle from a FIFA partner to portray joy, happiness, and fun which are also Coca-Cola core values. Coke is emphasising on the crowd element rather than on individuals although starring Roger Milla.
Oh Africa: Pepsi
Pepsi as opposed to Coca-Cola is playing the football card by its players portfolio: Lampard, Messi, Drogba and Henry. Very interesting ad, putting forward some African “clichés” which are not unveiled in a bad light. Pepsi is not a FIFA sponsor or partner
Journey of Football: Puma
With this ad, Puma is showcasing a celebration of true football for Africa. A united continent that speaks football not only through well known Eto’o but by portraying the African people and its love for football. Puma is not a FIFA partner.
Team Talk: Carlsberg
Carlsberg, not a FIFA sponsor, is putting a lot’s of efforts to associate to football. The partnership with the English FA is a solid illustration. The Team Talk ad embodies one of the essence of football: The locker room and the coach team talk.
Penalty Kick: Budweiser
The answer from a FIFA sponsor, Budweiser, to a non FIFA sponsor, Carlsberg illustrates the fierce battle. Budweiser came up with TWO entertaining stories. The penalty kick and the Swap. Both are strong football match elements and Budweiser translated them in a fun and cool fashion.
The Swap: Budweiser
Football Evolution: Visa
Visa is a FIFA Partner. The Football Evolution ad translates in an interesting way the evolution of football….with your VISA card. This indispensable element in your (football) life.
There are many more fantastic World Cup ads, but I chose the most compelling ones. Which one is your favourite and why? I would love to hear your thoughts!