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It’s a huge international competition which takes place every four years and involves the biggest footballing stars on the planet. The stakes are high with prestige and big rewards for those who succeed.
No I’m not talking about the FIFA World Cup in South Africa, I’m talking about the battle to create the most successful World Cup TV advert.
If the World Cup is a unique sporting event, it’s also a unique marketing opportunity. It’s estimated 25 million of us will be sitting down watching TV at the same time over the coming last weeks.
So which are the ads lining up to do battle?
Here are the ones to watch out for;
Nike’s “Write the Future” advert features Wayne Rooney, Didier Drogba, Cristiano Ronaldo, Cannavaro and Homer Simpson plus other megastars. The big budget advert was made by Hollywood director and producer Alejandro Inarritu.
In one scene it shows Rooney missing a crucial pass and in the process ruining his career. He ends up living in a caravan and working as a groundsman. But worry not, it turns out to be all in his mind!
The ad’s had more than 15 million views on YouTube. My rating 9/10. Here's the link; http://www.youtube.com/watch?v=idLG6jh23yE
Next up is Carlsberg. Their “Best Team Talk in the World” ad, said to have cost three quarters of a million pounds to produce, puts us inside the England dressing room and the tunnel as the players walk out to play. It features Trevor Brooking, Dame Kelly Holmes, Clive Woodward, Steve Redgrave, Ian Botham and a number of other celebrities.
It’s a bit too jingoistic and obvious for my taste, so I give it 7/10. http://www.youtube.com/watch?v=66OuJZGDCHE
Next up is the Nationwide Building Society. They’ve signed up England manager Fabio Capello and put him alongside Little Britain creators Matt Lucas and David Walliams. Theo Walcott and Peter Crouch also appear. While Lou talks to Capello, Andy races out of his wheelchair to score a spectacular goal. Quality! 9/10. Here it is (can't seem to find an official Nationwide YouTube channel) http://www.youtube.com/watch?v=DYDS-D8BN5g
Adidas “The Quest”, which had clocked up 3 million YouTube hits before the tournament started, has digitally combined footage from the original Star Wars movie with cameos from David Beckham, Noel Gallagher, Franz Beckenbauer and a lightsaber-wielding Snoop Dogg.
Ambitious, but seems to be trying too hard. 8/10 Watch it here; http://www.youtube.com/watch?v=3Zd_khk6zXo
Pepsi’s ad was released way back in March and stars Thierry Henry, Lionel Messi, Frank Lampard, Didier Drogba, Andrei Arshavin and Kaka. Shot in Africa, it shows the stars playing on a pitch where the line markings are made of people.
Spectacular, but slightly cheesy. 7/10 View it here (can't see it on Pepsi's channel, but it's probably there somewhre) http://www.youtube.com/watch?v=mV48cVnSpNk
And finally Coca Cola’s “History of Celebration”, which ties in with the company’s best celebration competition. This one features Cameroon star Roger Milla, famous for his 1990 goal jig. Disappointingly it simply combines shots of actors pretending to be footballers with crowd shots.
Weak. 6/10 http://www.youtube.com/watch?v=-M3Q54rPjQw
Graham Majin is Head of Video Marketing at Kent video production and video marketing company http:www//kwikvid.com and http://www.kershmedia.co.uk
