Although this ad hasn’t garnered the same attention as perhaps the higher profile ads by McDonalds and Adidas, there is no denying that it doesn’t have a global appeal, and could easily be aired across any country without the key message being lost in translation. What makes it so powerful is that viewers gain an instantaneous understanding of the FIFA brand community, even if like me, you have little interest in sports.
All you need to know in order to understand this ad is that the World Cup is as much about the players and teams, as the people who watch it. It’s the global conversation that really drives the event, and so ESPN was very clever to point this out, and really celebrate the people who make this event the big deal that it is.
Current student in the Master of Marketing program at the University of Sydney Business School