WORLD CUP FEVER BEGINS
Soft drink rivals go head to head for the World Cup.
World Cup fever has begun. Nike already rolled out its first unofficial spot for Brazil 2014 with its “Risk Everthing” spot. And Coca-Cola and Pepsi followed with the unveiling of their own tributes to futbol.
Coca-Cola, who has launches a two-minute launch spot, by Wieden + Kennedy São Paulo, claims that its marketing program around the 2014 World Cup is the largest in its history. Themed "The World's Cup," it celebrates soccer as a force for social good.
The ad tells the story of soccer teams in Otsuchi, Japan, Eastern Europe, the Amazon and Ramallah, Palestine—four places where the sport had helped people overcome tension and hardship.
It is supported by content including documentary-style "Where Will Happiness Strike Next” short films which features a blind Brazilian team in one and a group of grandmothers in South Africa in another.
"Just as Brasil is everyone's country and Coca-Cola is everyone's drink, the FIFA World Cup is everyone's cup," says Joseph Tripodi, Executive Vice President and Chief Marketing and Commercial Officer for Coca-Cola.
"Through 'The World's Cup,' Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world."
Unlike Coca-Cola, rival Pepsi is not an official sponsor of the football tournament, but that has not stopped it from releasing its own - more lighhearted - two-minute ad, which features celebrity players and musicians in set on the streets of Rio.
Created by 180LA, it stars YouTube musician Stony, who wanders the city playing music, and happens to run into six of the world’s best footballers—Leo Messi, Robin van Persie, Jack Wilshere, David Luiz of Brazil, Sergio Agüero and Sergio Ramos.
The star-studded script ends with Janelle Monáe performing an exclusive new take of David Bowie's "Heroes." An interactive version of the Pepsi spot features US star Clint Dempsey, with bonus scenes that fans can unlock.
"We were inspired by the power and unity that sports and music bring to the world,” says Kristin Patrick, Pepsi's Global Chief Marketing Officer.
“Our content plan to capture this spirit celebrates the creative passion of footballers with music and how both of these awesome forces inspire us to 'Live for Now'.
"This year, we are giving fans a totally unique and immersive experience of their own—a personalised journey that combines iconic music, our stellar roster of football talent and the ability to create your own 'Now'—uniting Pepsi fans around the world in a celebration of sport, music, art and everyday moments."
21 April 2014
Visit our new shop and discover the finest campaigns from print, TV and digital: Subscribe now
You might like:
