Yesterday we brought you news of Adidas’ World Cup spot from TBWA featuring Lionel Messi, a host of other international stars, and a Kanye West track. Now here’s a look at the latest in W+K New York’s World Cup campaign for ESPN.
The charming 60-second spot, entitled “Time Zone,” examines how the World Cup creates “one time zone,” as the whole world rearranges their schedule to watch the World Cup premiere. “Time Zone” opens and ends in Brazil, stopping over in destinations around the world as everyone prepares for the match. Some have an easier time adjusting to “Brazil time” than others. A businessman in Seattle is seen rushing out of the office while updating his voicemail to reflect that he will be “out of the office for the rest of the afternoon” — an accurate portrayal of kickoff times in the states — while an old woman falls asleep watching the game in Russia and in Japan a group congregates before the sun rises. The spot ends with the tagline, “Every 4 years the world has one time zone,” which is reminiscent of the earlier “Every 4 years the conversation starts again.” This newer spot reflects the heightened anticipation for the World Cup kickoff, which is just over two weeks away. Stick around for credits after the jump.
Agency: Wieden + Kennedy, New York
Creative Directors: Brandon Henderson, Stuart Jennings, Gary Van Dzura, Caleb Jensen
Art Director: Mathieu Zarbatany
Copywriter: Andrew Jasperson
Producer: Luiza Naritomi
Executive Producer: Temma Shoaf
Account Team: Casey Bernard, Katie Hoak, Alex Scaros
- Wunderman Taps NBA Marketing Exec Jamie Gallo
- One Twenty Three West Trades Montana's BBQ for Goods/Services
- TBWA\Media Arts Lab Spreads the Love for Apple
- DDB/Tribal Worldwide Amsterdam Get Bouncy in Banned TomTom Spot