The top 10 advertising campaigns at FIFA World Cup 2010
In celebration of the 19th FIFA World Cup kicking off in South Africa on 11 June, we look at the Top 10 campaigns from some of the biggest global brands as they compete to be the best and most memorable this football season.
In celebration of the 19th FIFA World Cup kicking off in South Africa on 11 June, we look at the Top 10 campaigns from some of the biggest global brands as they compete to be the best and most memorable this football season.
Official partner of the FIFA World Cup Adidas takes a different approach in Japan with a series of animated comic book strips. TBWA Hakuhodo's senior creative director Kazu Sato created this viral project celebrating Japanese footballers Atsuto Uchida and Takayuki Morimoto. The first TV ad is ‘The feather leads to the revolution’.
However, the best part of this project is making FIFA meaningful to children. The agency asked schools and youth centres in 13 cities to create 13 giant comic panels. The full comic strip was gathered together on 25 May at the Haneda Airport to see the Japanese team depart for South Africa. See behind-the-scenes footage at http://adidas-skycomic.jp/
Coca-Cola reflects on the past in its first TV commercial ‘History of celebration’ for the World Cup. The company brings back Roger Miller as the first African player to score at the World Cup.
‘Quest’ is the title of the next phase created for online by WPP’s Argentinian agency Santo and production company Paranoid US. General creative directors Maximiliano Anselmo, Pablo Minces and Sebastian Wilhelm are behind the ad which features a boy apparently unaware of how to celebrate. The ad partners with YouTube in 90 markets and involves the public by asking them to upload their version of celebration. The entire campaign is said to be "the single largest marketing push the soft drink giant has ever run." Coca-Cola has been sponsoring the World Cup since 1978.
Sony announced on 8 April that it is offering 25 World Cup games in 3D. In the UK people are asked to trade in their old TV sets in order to experience the World Cup in full force.
Agency HS&P and Live & Breathe made this ‘Retirement home’ commercial for Sony UK which sees former English football managers Terry Venables and Graham Taylor still enjoying the World Cup in their old age. Stereotypically, the nurses all look as good as model Kelly Brook. To give the patriotic hearts of the British people a punch, ex-Scotland player Kenny Dalglish comes into the scene chanting for the ‘USA’ at the end of the commercial.
In addition to their global 'Go Football' commercial, Visa Europe also launched a TV ad titled ‘Evolution’ created by Saatchi & Saatchi London's executive creative director Kate Stanners.
The commercial features a chubby man inspired by a dance move during a football game. He sets out on his own to do the same, grabs his visa card and races on a mission through cities and countrysides until he reaches the soccer field and scores a goal.
Official World Cup sponsor Budweiser and agency DDB Chicago ends the rival war between Brazilian and Paraguayan footballers.