Global brands go gaga over FIFA World Cup

This edition of FIFA World Cup Russia 2018 has global brands playing around with interesting concepts, drones and recreating iconic moments in their campaigns

e4m by exchange4media Staff
Updated: Jun 25, 2018 8:58 AM

During the FIFA World Cup, global brands pull out all stops for their best creatives to align with the event. The concept, creativity and innovation in most of these international adverts bring out the fervour and excitement of the tournament and football fans. This edition of FIFA World Cup Russia 2018 is no different as brands (who are also sponsors) play around with interesting concepts, drones and recreating iconic moments.

A rundown on the prominent ones:

Apresenta: Vai na Brasileiragem by Nike Brazil

Brazil’s timeless love affair with football was brilliantly captured in Nike’s official commercial with cameos from its national team athletes Philippe Coutinho, Marquinhos, Willian and Thiago Silva.

Released ahead of the World Cup, the commercial (specifically for Brazil) pays homage to its iconic advert from the 90s where the Brazilian team enjoys a kick-out in the airport as they waited for their flight. The highlight is the high-profile guest appearance by Ronaldo who recreates that memorable scene two decades later.

Besides that the video boosts the Brazilian team’s morale. “Our football is born in the streets, in the várzea, in the lawns. Our football inspires the world,” the clip shouts out.

'Create the Answer' by Adidas

The other brand which has the football world crazy with their advert is official sponsor Adidas. It blends the world of sports, culture and music, by featuring players and artistes like Leo Messi, Paul Pogba, Dele Alli, Gabriel Jesus, José Mourinho, Luis Suarez, David Beckham Von Miller, A$AP Ferg, Mo Salah, Caroline Wozniacki, Karlie Kloss and Pharrell Williams.

Led by agency 72andSunny, this flashy campaign spells out that ‘creativity is the answer to the world so divided.’ It was inviting creatives to get involved with the World Cup action upon the #HereToCreate hashtag across Twitter, Instagram and Facebook.

The brand happens to be one of the biggest sponsors of this tournament as it is estimated to spend more $50 million on marketing and $80 million on World Cup Sponsorship.

‘Stock Up’ and ‘Ready For’ - Coca Cola

Beverage company Coca Cola and agency Mercado McCann is going all out for their global creative campaign as it is being run in 200 countries, featuring ad spots called ‘Stock Up’ and ‘Ready For’ with a limited-edition Coke can design, sporting numbers zero through nine so fans can share their score predictions on social media.

‘Stock Up’ plays to the beat of the AC/DC classic 'Are You Ready?' urging soccer fans to load up on Coke in advance of the World Cup. 'Ready For' finds company employees talking to the bottles and preparing them for the emotions they may experience during the World Cup alongside the fans.

‘SAMAN með’ Coca-Cola (Iceland)

This advertisement by a director who also happens to Iceland’s goalkeeper Hannes Halldórsson came to the limelight after his penalty save from Messi in the 1-1 draw (between Argentina and Iceland). To an extent, that his juggling skills on the pitch with time behind camera especially for his recent commercial shot for Coca Cola (in the country) were being widely talked upon.

Halldórsson makes use of the team's iconic ‘SKOL’ chant that became internationally famous during Iceland's surprising run through Euro 2016. The goalkeeper for the smallest qualifying nation directed an advert for one of the world’s biggest brands.

'Light Up the FIFA World Cup' by Budweiser

In this advertisement the brand plays around with drones which are used for delivering Buds to thirsty fans at a soccer stadium. Created by Anomaly New York, it’s the largest campaign in its history when measured by investment and reach, hitting more than 50 countries. The campaign also includes the real-life deployment of noise-activated Budweiser Red Light Cups, which light up in response to crowd noise.

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