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Sports

When Brands Bite Back: World Cup Edition

luis-suarez-hed-2014

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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RKCR Celebrates ‘Can and Will’ Spirit for Land Rover UK

RKCR has launched a new campaign entitled “Can and Will,” which celebrates the “go anywhere” attitude of the Land Rover brand.

The campaign is centered around a 60-second television spot featuring individuals who embody the “Can and Will” spirit, including Mike Goody, who lost a leg in Afghanistan and aims to represent the UK in the Invictus Games this September (which Land Rover will be sponsoring), and 68-year-old competitive surfer Gwyn Haslock. “Don’t tell me I can’t,” these individuals state, “because I can and I will.” The spot recently began broadcasting on terrestrial, cable and satellite channels, in addition to ITV advert breaks during World Cup games. The stories behind the individuals in “Can and Will” can be found on the campaign website, www.canandwill.co.uk. Additionally, a “series of mini-documentary films have been commissioned in partnership with Channel 4, with Paralympic hero Ellie Simmons and actor Richard E. Grant talking about their ‘Can and Will’ stories,” which will be broadcast during breaks in Channel 4 programs and through C4’s digital platforms. The campaign will run throughout the summer.

“Our new ‘Can and Will’ brand campaign is a celebration of the spirit of determination,” said Jaguar Land Rover UK Marketing Director Laura Schwab. “It’s about embarking on new challenges, but also never quitting when the going gets tough. It’s an attitude which has seen Land Rover vehicles conquer some of the world’s most inhospitable locations.” We’ve got credits after the jump. Read more

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. Read more

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. Read more

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. Read more

RTO+P, Sarah Harbaugh Seek to ‘Stop Dad Pants’ for Dockers

Red Tettemer O’Connell + Partners has a new campaign for Dockers centered around a call to “Stop Dad Pants.”

The new campaign, launched in anticipation of Father’s Day, includes two new spots — “Stop Dad Pants” and “Locker Room” — approaching the dad pants dilemma from different perspectives. In “Stop Dad Pants,” Sarah Harbaugh (wife of San Francisco 49ers head coach Jim Harbaugh, who also appears in the ad) offers a PSA-style plea to men everywhere to end the “shapeless, pleated tragedy that too many men find themselves in every day.” Sarah shares that she understands the issue, as Jim was afflicted by dad pants for years. The second half of the spot deals with how Dockers has the dad pants antidote. “Locker Room” features a similarly tongue-in-cheek, dad-humor driven motivational speech from former NFL coach Jon Gruden, who implores men to “make this dad thing look good.” Both spots end by directing viewers to Dockers.com/StopDadPants.

The campaign also features a social component, built around the #StopDadPants hashtag. Dockers fans who use the hashtag on Twitter or Instagram accompanied by photos of themselves in Dockers will be entered for a chance to win a trip to San Francisco and a pair of tickets to a 49ers game at Levi’s Stadium. Stick around for credits after the jump. Read more

‘The Match’ Kicks Off in Samsung’s Galaxy S5 Saga

Just in time for today’s World Cup opener between Brazil and Croatia, Samsung, Psyop and Cheil have finally unveiled the first episode of “The Match,” the final installment in its ongoing sci-fi saga touting the Galaxy S5 that features the world’s best soccer players including Cristiano Ronaldo and Lionel Messi taking on an alien invasion.

Now that we’ve caught a glimpse of the alien overlord leading the extraterrestrial charge in the previous “Training” installment, it’s time to officially do battle on the pitch in this ambitious effort, which kicked off late last year via a series of teaser clips. With all the feel of a feature film cut condensed into mere minutes, the ongoing campaign can only fan a World Cup fan’s flame and has us anticipating episode two, which is coming soon. Bring it. Credits after the jump. Read more

TBWA\Chiat\Day, Adidas Throw a World Cup House Party

For the Super Bowl, the game is the advertising. For the World Series, ads are a respite. For the World Cup, however, there’s just not as much fanfare. TBWA\Chiat\Day hopes to change that with its new spot for Adidas.

The work features retired legends of football/soccer/futbol (depending on who you ask) David Beckham and Zinedine Zidane, who are bored watching the young guys Gareth Bale and Lucas Moura playing EA Sports’ 2014 FIFA World Cup.

And then, a jewel-encrusted goblet of male bravado spills on the hardwood floor as a real soccer game trashes “Beckhingham Palace.”

Now that you’ve recovered, click through for some credits.

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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. Read more

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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