June 13, 2010

World Cup 2010 Ads

While Nike isn't a World Cup sponsor, the ad follows soccer stars like Italy's Cannavaro, England's Wayne Rooney, Brazil's Ronaldinho, and Portugal's Ronaldo fighting it out on the field as alternate versions of their futures flash before their eyes with every brilliant move and misplaced kick. The ambitious spot spans continents, sports and even cartoons, featuring cameos by Roger Federer, Kobe Bryant and, yes, Homer Simpson. While grand in scope, this spot shows just how influential a given player's on-field World Cup performance can mean to the rest of his life: Stellar play could mean celebrations with dancing girls, while poor choices with the ball might portend a barren existence in a trailer park. Perhaps a little overblown, but not by much.

Taking a very different approach is Carlsberg's "Team Talk." This spot drives home the incredible weight-of-expectations that each player on a major team faces when they play in the World Cup. For some teams, simply qualifying for the tournament is an accomplishment. For others, like England, anything short of outright victory may be deemed a national tragedy. So, should Britain's World Cup coach Fabio Capello ever need inspiration to fire up his players, Carlberg's Team Talk should be high on his cheat sheet. The campaign's official and most-watched creative implores the British side: "It's time to prove how good you are. Make no mistake. It's you. Eleven men. Eleven English men. Against the rest of the world. A world that can't wait to dump you out and rub your noses in it." Intense stuff, but authentic. Cleverly, the campaign also includes over 1,200 other clips of English fans giving the pep talk of their lives to their national team. The videos are integrated into game and locker room footage, so it looks as if the fan is England's manager at halftime. The winner of the best team talk will get to give it live to England's players and perhaps the chance to "join the immortals."


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