Nike Boosts Brazil's Morale After World Cup by Looking Ahead to the Olympics

Nike doesn’t want Brazil to linger on its loss in the World Cup. Instead, the brand’s new ad aimed is aimed at pumping up the passionate nation of sports fans for their next global event: the 2016 Olympics.

“Tomorrow Starts Now” is a beautiful tribute to the outstanding athleticism of a country whose chances at glory were abruptly and embarrassingly snuffed out by a 1-7 World Cup loss to Germany.

But instead of trying to tend the wounds of Brazil’s futebol fan base, Nike is instead looking ahead to the many events where the country is expected to do well when the world returns to Rio de Janeiro’s for the next Summer Games.

The spot from Wieden + Kennedy São Paulo is a solid minute packed with diverse talent like track athlete Ana Claudia Lemos, beach volleyball siblings Clara and Carol Salgado, basketball players Leandrinho and Anderson Varejão, and Yane Marquez, a bronze medalist in the modern pentathlon at the London Olympics.

As usual, Nike is on top of its game, finding those perfect moments that celebrate the unparalleled power of the world’s best athletes. It’s also a moving reminder that the soul of sport lies not in winning, but in the passion it takes to keep going after a defeat. You can make it, Brazil. You can get past this.

Samsung’s ‘The Match’ Finally Reaches Its Conclusion

Cheil Worldwide and R/GA teamed up with production company Psyop for the six minute conclusion to Samsung’s ambitious sci-fi soccer epic, “The Match.” The first episode in the series launched all the way back in November.

“The Match Part 2? picks up with Earth’s Galaxy 11 team trailing 3-1 at the half, and in need of some serious rallying to defeat the alien team. Of course, it’s hardly a spoiler to give away that the team is up to the task. Samsung wasn’t about to end its month long campaign with an alien apocalypse, as that would hardly help them move product. For those who have been following all along, it’s the ending they were waiting for. While Samsung’s timing is a little questionable — “The Match Part 2? was released just two days ago as a coda to the World Cup, while “The Match Part 1? made its debut with the opening of the tournament — it has still seemed to find its audience, with over four million views in two days. We’ve included “The Match Part 1? as a refresher after the jump. (more…)

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Allstate Has a Black Cat Who Will Predict the Loser of the World Cup Final

Sure, we could listen to pundits or statisticians to try to predict the outcome of the World Cup final on Sunday. They’ve got suits and numbers. But what they don’t have is a black cat.

Why listen to logic when there’s a feline (named Lucky, natch) who can—and will—tell you who will lose the World Cup. At least, that’s what Leo Burnett and Lapiz have cooked up for Allstate’s interactive World Cup campaign. Let’s not forget that Allstate is a fan of mayhem, and black cats, of course, are well-known harbingers of bad luck.

If you tweet the hashtag #EnviaMalaSuerte (translation: “Send bad luck”) with the name of the team you’d prefer to lose, some cat food will drop into that team’s bowl. On Sunday, before the game, during a live YouTube broadcast, Lucky will get to choose between the Argentina and Germany bowls. Whichever bowl Lucky chooses to nosh at—well, that team will not win the World Cup. Allegedly.

It’s a silly (and cute) campaign. Rooting for sports teams can bring out some odd behavior, so why not play with people’s fan rituals?

German Radio Station Sums Up the Destruction of Brazil in This Simple 9-Second Ad

Just when we thought we’d seen enough reaction to Germany’s shellacking of Brazil in Tuesday’s World Cup match, here is German radio station Radio Bayern 3 with a concise metaphorical translation. Um, cheers?

Via Digg.

Great Guns Filmtracks Santigold for Pepsi

Production company Great Guns mixes molotov cocktails and soccer in their filmtrack for Santigold’s “Kicking Down Doors,” part of Pepsi’s Beats of the Beautiful Game visual album.

For Santigold’s filmtrack, director Andy Morahan was inspired by “The Christmas Truce,” a soccer-fueled temporary peace that took place between English and German forces on Christmas Day, 1915. “The English and German soldiers put down their guns and played some football in No Man’s Land,” explains Morahan. “I was thinking of a way to try and tell that story in a modern light. Obviously I didn’t have the budget for a war scene, but a riot was more reasonable as a severe stand-off between people. It’s showing football, and sport by extension, as this beacon for humanity.”

In the film, a riot breaks out, with molotov cocktail wielding forces squaring off against riot police. A group of boys falls asleep at the edge of the scene. When one of their balls makes its way into the heart of action, both sides throw down their arms and beginning playing an impromptu pickup game. It’s not a bad idea for a World Cup spot, but seems a bit stretched out as an over four minute music video — although you may feel differently if you actually enjoy the song.

Morahan filmed the scene in Kiev, which has seen its share of rioting in recent history, although he insists the location was chosen purely out of convenience. “I was in Prague and wanted to shoot it there but the budget wouldn’t fit, so we were only an hour flight from Kiev and I’d worked there before so knew some people there who could help me out,” he explains. “Really, it was just close by and it fit the budget.” Stick around for credits after the jump. (more…)

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Every Brand Is Making the Same Dumb Joke About Today's USA-Belgium Game

Leave it to brands to jump on Twitter and show their patriotism and support of American footballers today. The USA is playing Belgium at 4 p.m. ET in the World Cup, and embarrassingly, the only thing Americans seem to associate with Belgium are waffles—and by the way, Belgian waffles don’t even exist in Belgium.

Waffle House has even reportedly banned waffles from its menus for the day, and apparently can’t write “Belgian waffles” correctly.

We can’t just point the finger at the brands, though. Even average Americans are starting a social media war with Belgium in the name of soccer:

So, take a look below and see how brands aren’t waffling when it comes to making the same joke—repeatedly. At least they aren’t taking stabs at Belgian beer. 

This ESPN Ad Will Get You Even More Pumped Up for Today's USA-Belgium Match

You may have heard there’s a little soccer game being played today. In honor of that game—USA versus Belgium, for those who have somehow avoided World Cup news (to which I ask, how?)—ESPN on Tuesday unleashed the new “I Believe” spot below.

If you need pumping up before the 4 p.m. kickoff—and shouting “USA! USA! USA!” in the mirror somehow isn’t enough—then checking it out. It has everything: slow-motion shots of players, close-ups of spit and snot and blood, enraged faces, the glory of vistory and the fear of defeat, all to the tune of an epic soundtrack.

To top it off, the in-house team at ESPN ended the spot by bringing back the “I Believe” chant. “The chant has caught fire in bars, fan clubs, public viewing events and social media and has become the unifying narrative for this U.S. World Cup journey,” said Seth Ader, senior director of sports marketing for ESPN.

Oh, and now that you’re pumped up and practically ready to explode, let’s put things in perspective: FiveThirtyEight says the USA has a 0.6 percent chance of winning the World Cup. Underdogs!

W+K NY Rolls Out Pair of Social Campaigns for Heineken

Wieden+Kennedy New York has rolled out two timely social campaigns for Heineken: “#BrazilianNoShow” and “Like for Love.”

“#BrazilianNoShow,” as you might have guessed, is a World Cup-related campaign. W+K New York and Heineken are “challenging CMOs, bosses, and people across America to give their employees time off to watch a game, with their new challenge #BrazilianNoShow!” The idea followed Team USA’s unexpected win against Ghana in their opening game, but is as relevant as ever following the team’s advancement past the group stage. Since game times coincide with the work day here in the U.S., Heineken CMO Nuno Teles appears (video above) to implore American workers and bosses to play hooky and support their team — after all, this opportunity only comes along once every four years.

“Like for Love” sees Heineken supporting Gay Pride Month by “encouraging consumers to ‘spread love’ through the ubiquitous double tap on Instagram, using six photos of real couples to create an interactive virtual Pride flag right in users’ feeds.” The real couple photos all have a single color background, but create an interactive, virtual Pride flag users’ feeds after they are liked. Stick around for credits after the jump. (more…)

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When Brands Bite Back: World Cup Edition

Just when you thought nothing interesting was going to come of the World Cup following that gut-wrenching tie against Portugal, we have a notable player accused of mastication.

During a game that pitted Uruguay against Italy, Luis Suarez (the gentleman seen checking his incisors above) got in a tangle with Italy’s Giorgio Chiellini (the other guy). And then, Suarez got the munchies and bit Chiellini. Thank God for Twitter, because some notable brands decided to have some fun at Suarez’s expense with hashtags, original thoughts, subtle product placement, and even a few sponsored tweets.

It was all in fun, of course, until Suarez got suspended for nine games and banned from “any football-related activity” for four months.


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2014's Bleakest World Cup Ad Is Full of Cheering but Will Leave You Devastated

We’ve talked a lot about the connection people feel for their respective teams during the World Cup, and the advertising that celebrates it. But this haunting PSA reminds us that it isn’t always positive. Check out the spot below, part of Tender Education and Arts’ #StandUpWorldCup campaign. Via Jezebel.

Landon Donovan Is a Good Sport About His World Cup Snub in This Great New Ad

Life is good for Landon Donovan, even though he isn’t playing in the 2014 World Cup—at least according to this new ad for EA Sports.

Instead of participating in the world’s biggest sporting event, the U.S. soccer icon is rolling out of bed late in the morning and chilling in his terry cloth bathrobe, enjoying his morning coffee and playing as himself in the PlayStation 3’s 2014 FIFA World Cup Brazil (where, apparently, it’s easier for him to score.)

The spot is a clever, topical and deftly executed take on U.S. coach Jürgen Klinsmann’s controversial decision not to bring Donovan with the national team to Brazil, a move that observers will continue to parse as the tournament unfolds.

Donovan’s self-deprecating performance in the ad is excellent, especially at the end of the clip, when a deadpan song about getting left behind turns out to be less morose than it seems.

But if he does start getting lonely, he can always go hang out with Beckham and Zidane in Adidas’ ad. Nike, though, probably wouldn’t like that much.

Old Spice Scores With World Cup Ad Full of Screaming

Old Spice scores another goal with Terry Crews, this time for the World Cup.

The brand would like you to know it’s now available in Brazil, and it’s a good time to tell you that because there’s a rather large sporting event taking place there right now. Wieden + Kennedy in Portland, Ore., cranked up its crazy machine and decided to have Crews power drill through the Earth to Brazil, where he meets his Brazilian double and congratulates him on being awesome, spontaneously creating a pineapple in the act.

Someday, they’ll just have Crews scream the whole thing; this time they settle for screaming half. Luckily, Crews’s elongated vowels work great for celebrating a sporting event where people yell “Goooooooaaaaaaal” all the time.

Durex Takes Down Flopping Soccer Players in Comically Ridiculous #DontFakeIt Ad

Don’t fake it—on or off the football field—says Durex.

The condom brand is hoping to capitalize on excitement around the World Cup—and particularly, the spectacular dives that players take while competing after barely getting touched—with a new #DontFakeIt campaign aimed at keeping consumers busy in the bedroom.

The goofy ad below shows soccer players who look like they’re from the local recreational league offering ridiculously melodramatic performances—trips, grimaces, flops. Naturally, it’s all in slow motion, and there is opera music playing in the background. It’s chuckle-worthy not only because it’s absurd, but because it’s not that far from the reality (though the stakes are considerably lower).

Durex also conducted a survey that found 40 percent of 2,000 men asked would turn down their partners in favor of watching a game, with many offering hackneyed excuses about not feeling well. The campaign’s tagline, though, obviously calls to mind a different kind of faking—one that Durex has opposed for some time. So, you know, wherever you are and whatever you’re doing, don’t fake it.

It’s all reminiscent of Puma’s “Love or Football” work from a few years back, which offered a psychology study of hardcore Newcastle United fans to see whether they cared more about their wives and girlfriends, or their team. In that case, the women prevailed, slightly. That was club soccer, though.

AKQA SF Shares ‘The Samba of the World’ for Visa

AKQA San Francisco created a digital campaign for Visa representing each of the 32 nations who qualified for the 2014 World Cup, with each country given its own representational samba.

For the campaign, AKQA San Francisco and Visa invited musicians from each of the 32 qualified countries to reimagine the Brazilian favorite “Maria Caipirinha” (Samba da Bahia). They then called on filmmakers from each of the countries to “show how their nation celebrates the FIFA World Cup.” This resulted in one of the more unique World Cup campaigns, as we’ve seen a lot of ads celebrating Brazil, but not so many celebrating the other nations at the World Cup. Viewers get a look at each country’s culture, “including regional dance moves, food fans enjoy on match days, the type of gear they wear, even their country’s football rituals and history.” Viewers can jump between different countries’ videos via each country’s flag on the  Visa World Cup site or select the video they want from the YouTube playlist for “The Samba of the World.” We’ve included host country Brazil’s entry above, with Mexico and Cameroon, along with credits, after the jump. continued…

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Story UK Ltd Celebrates Peat Football for Ardbeg Distillery

Story Uk Ltd teamed up with production company th1ng to create a unique World Cup spot for Ardbeg Distillery’s new Ardbeg Auriverdes whiskey.

Directed by David Boni, in collaboration with animation director Shay Hamias, the spot celebrates both Islay, Scotland’s distinctive brand of “peat football” and Ardberg Distllery. Shot in black and white, the 75-second spot opens on an old photo of an Islay football team. One of the players steps out of the photograph, punts an old leather ball out of the frame, and starts a chain reaction that runs through the remainder of the ad. There’s been a barrage of soccer related advertising leading up to the World Cup, but this one stands out with a unique setting and approach. Stick with us after the jump for limited credits. continued…

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W+K Amsterdam Calls on American Heroes for EA Sports

With the World Cup kicking off today in Brazil, W+K Amsterdam has a new campaign for EA Sport’s 2014 FIFA World Cup Brazil (out now on PS3 and Xbox360), aimed to “appeal to every gamer, and to every American with a star-spangled heart.”

The campaign calls on viewers to be “The next American hero” in a 75-second online spot as Team U.S.A. faces the “Group of Death” in Brazil. “The Next American Hero,” which also appears in 15 and 30-second online advertisement iterations, features a “team of soccer heroes representing a cross-section of American society” — such as an  astronaut, cowboy, tech entrepreneur and cheerleader — take the field for the US. Set to the song “Real American,” the spot is built around the idea that with 2014 FIFA World Cup Brazil, the fate of the US soccer team is in your hands. And odds are they’ve got a better chance at advancing past group stage than the real team. We’ve got credits following the jump. continued…

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McDonald's World Cup Ad Puts a Fun Family Spin on the U.S.-Mexico Rivalry

You can always count on McDonald’s for more modest World Cup advertising—simple stories about family and friends, not flashy spots with overpaid stars. Some of it can be hokey, though sometimes it captures little truths that are quietly sweet and evocative.

This spot from multicultural agency Alma zeroes in on a great cultural insight in the Mexican American community: what happens when a father and his friends still unequivocally support Mexico, while the son, as secretly as he can, roots for the U.S.

The ad was directed by Diego Luna, still perhaps best known as Gael García Bernal’s costar in 2001’s Y Tu Mamá También. The humor is broad, and the acting isn’t subtle, yet it’s one of those ads you can’t help but like. Shot in both English and Spanish, it breaks Thursday and will air in general market and Hispanic media throughout the World Cup.

Credits below.


McDonald’s: Client
Alma: Creative Agency
Luis Miguel Messianu: Chief Creative Officer
Alvar Suñol: SVP Executive Creative Director
Jorge Murillo: Creative Director/Copywriter
Serge Castagna: Associate Creative Director/Art Director
Rodrigo Vargas: Executive Producer
Marta De Aguiar: Account Director
Ana Silva: Account Supervisor
Diego Luna: Director
Canana Films: Production House
2105 Editorial: Post Production House
Alejandro Santangelo: Editor
Personal Music: Music House
Co. 3: Color Correction

Conill, Shakira Change Rules of Wireless for T-Mobile

Conil has a new broadcast spot for 2014 FIFA World Cup Brazil sponsor T-Mobile featuring Shakira.

Entitled “Goal,” the spot imagines what it would be like if soccer had the same kind of crazy restrictions some wireless carriers have. She of the honest hips performs in celebration of a goal when the festivities are interrupted by a referee. “Unlimited headers while abroad are not included in your contract,” says the ref. “No goal.” The spot concludes with the message: “T-Mobile is changing the rules of the game,” before informing viewers they now offer “Unlimited global data and text” for “no extra charge.” It’s a bit goofy, but it’s a simple way to communicate T-Mobile’s offer, and with Shakira’s star power behind it the spot is sure to get people’s attention.

“Goal” will debut on ESPN tomorrow during the T-Mobile sponsored “Countdown to Brazil” program, with a Spanish-language version appearing on Univision and Fútbol de Primera. T-Mobile will also be offering unique FIFA mobile content to customers, including “mini feature video packages calling out the highlights of the day including ‘Goal of the Day,’ ‘Save of the Day,’ and ‘Team Spirit of the Day.'” Stick around for credits after the jump. continued…

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ESPN Sends Off U.S. Team with Revamped ‘I Believe’

With only two days until the 2014 World Cup kicks off in Brazil, ESPN has released a revamped version of their “I Believe” spot (which we covered back in April) as a send off to the U.S. team.

The new spot, created in-house, augments the crowd chants of “I believe that we will win” from the original with celebrities — such as Kevin Costner, Ice Cube, Whoopi Goldberg, Jon Hamm, Jimmy Kimmel, and Andrew McCutchen — slowly working their way through the line. Unfortunately, the approach doesn’t really add any life to the blase anthem. If you’re a big fan of the team, you’re already excited for the World Cup to start. If not, ESPN’s latest spot won’t really do anything to entice you.

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Beckham and Zidane Star in Adidas World Cup Ad That's Actually, You Know, Fun

Epic ads are crowding the field ahead of Thursday’s World Cup kickoff, but Adidas doesn’t mind just having a little fun, sometimes.

This spot from the official sponsor, via TBWAChiatDay, finds retired giants of the game David Beckham (age 39) and Zinedine Zidane (41) bored while watching whippersnappers Gareth Bale (24) and Lucas Moura (21) playing EA Sports’ 2014 FIFA World Cup video game. The old men challenge the young men to kick a ball around in real life, and the foursome proceed to trash Beckhingham Palace, the posh home Becks used to occupy with his wife Victoria (before they moved to a much more expensive one).

The roguish spot is a welcome respite from anxiety-ridden opuses like Nike’s animated takedown of knockoff players, or Beats by Dre’s ode to pre-game rituals, or Adidas’s own Messi nightmare, or the brand’s PETA-trolling cow-heart campaign.

It is a game, after all. And given that it’s one where players tend to tap out well before 40, it’s nice to see age trump beauty for a change.