World Cup Ads Runneth Over — Six Months Early
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For many marketers, the World Cup has already kicked off in Brazil, six months ahead of the first soccer match — whether they’re sanctioned sponsors or not.
During the run-up to the final draw Dec. 6 to determine which of eight groups each of the 32 national teams will fall into, official World Cup bank Itau has played on Brazilian national pride. In a commercial by local ad agency Africa that cleverly mimics the official draw, anxious fans from different countries gather around their TV sets, hoping their national teams won’t have the misfortune to land in the same group as Brazil and be forced to face one of the most-formidable contenders early in the month-long soccer tournament.
Neighboring Uruguay is returning the favor with a promotional stunt that harks back to 1950, when Brazil last hosted the World Cup and was tipped to win before a humiliating loss to Uruguay in the final match. The Uruguayan team’s sponsor, Puma, along with Montevideo agency Notable, are reopening old wounds with “The Ghost of 1950,” a figure in a tattered blanket stamped with the number 50 who runs around Rio de Janeiro scaring Brazilians. A popular online video of the ghost proclaims “The Ghost of 1950 is in Brazil.”
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