Tuesday 08 November 2022 13:25
Lionel Messi stars in Pepsi’s World Cup ad, featuring soccer tricks and overcoming (Image: Pepsi)
Steve Howell of creative agency Dark Horses picks the best and worst World Cup commercials ahead of the month’s tournament in Qatar.
It’s the season with an unceremoniously stuffed World Cup in the middle like turkey in a Pret Christmas sandwich.
The 12 years since Qatar hosted the tournament have been fraught with controversy, and as this month’s tournament draws near, organizers need to be ready to get started so everyone stops focusing on the jail time he faces for being homosexual in the host nation.
read more
Qatar World Cup: BrewDog criticized for ‘fake’ gesture giving profit to charity
Anecdotally, I have never experienced such a lack of enthusiasm for a World Cup. Even USA ’94 had more fervor and England did not qualify. But one thing that often gives you goosebumps is the flurry of announcements surrounding a tournament.
Name a famous soccer ad and I guarantee it’s for a World Cup. And surely the World Cup + Christmas = a salesman’s dream scenario? Well, actually, probably not. With an Islamic nation as host, a global brand will likely push the Christian holiday into the background.
Perhaps a purpose-driven brand will take a fair stand on the controversy surrounding the tournament? Well, actually, probably not. Global brands may seem empathetic, tweeting their prayers when disaster strikes, but they rarely take a chance for FIFA or the Middle East.
In fact, he has been quiet in publicity for this tournament. Nike has not yet launched its campaign. Neither Adidas nor another unconditional sponsor, Visa. So maybe there are some campaigns to come. Until then, let’s take a look at the brands upon which the excitement of Qatar 2022 rests.
Why Cheerful Pepsi Is The Best World Cup Ad Yet
itv is promoting its coverage by cleverly avoiding any reference to Qatar and instead taking us on a trip down memory lane of past tournaments.
It’s nostalgic and beautifully crafted, though it doesn’t deliver the adrenaline rush I’d hoped for.
Coke has launched its “Believing is Magic” campaign, which fits in well with the sportswashing we’re all washing away right now.
In it, a girl becomes involved in a carnivalesque celebration of the beautiful game after taking a sip from the famous bottle. It’s like a visualization of her literally drinking soda.
American beer giant Budweiser has placed its commercial inside a massive tunnel and makes the heavily obtuse statement “No matter your tunnel, the world is yours for the taking.” With those exact italics.
Lionel Messi and Neymar make their obligatory appearance, but I keep thinking about the words in italics and what could be the tunnel in my life, apart from the Northern Line.
hyundai has given us the most unexpected pairing of Korean boyband BTS and former Aston Villa manager Steven Gerrard in the same ad.
In fact, it feels like three commercials in one: there’s soccer stuff, then a pop video of BTS on a rooftop, and then a banal cliche driving down a coastal road.
It’s a weird mix of nonsense that feels really disjointed. But it is true that I am not a fan of BTS. Or a Steven Gerrard fan. Or a bored fan of clichéd car ads.
CougarThe “Find Your Fearless” spot features a group of London teenagers on their way to a house party before embracing their bravery and becoming grime artists. Like you do.
It follows Puma’s usual mix of music, fashion, sport and youth culture and does so with stellar performances from the young actors alongside the ubiquitous Neymar, Chelsea’s Christian Pulisic and Romeo Beckham of Inter Miami’s reserves.
It screams that it never wanted to be a World Cup ad, so it feels like an empty promise that screams “don’t be afraid” without any fear.
PepsiThe World Cup campaign is the only one that seems to have responded to the summary. It’s a joyous self-improvement extravaganza like past World Cup campaigns.
Messi, Paul Pogba and Ronaldinho engage in a massive game of nutmeg culminating in Qatar with some soccer tricks involving a thobe.
It’s well executed, exciting and set to Fatboy Slim’s “Rockafeller Skank”. So what is not to love?
Aside from Pepsi, if the World Cup is anything like the ads, it will not only be the most controversial World Cup in history, but also the most boring.
Steve Howell is a creative partner at the Dark Horses agency.
Similar tagged content:
Sections
Categories
Related topics
Source: news.google.com