2018 FIFA World Cup ads

We are aware that a lot of BIG brands are paying BIG bucks to get a spot in front of the world watching FIFA World Cup this year. And stats from previous World Cup prove it: during FIFA World Cup 2014, 3.2 billion people tuned in for the competition, 1.013 billion watched the final.
2018 FIFA World Cup ads
Photo Credit: Viral Seeding

Paying the big money


Who is?

We are aware that a lot of BIG brands are paying BIG bucks to get a spot in front of the world watching FIFA World Cup this year. 

And stats from previous World Cup prove it: during FIFA World Cup 2014, 3.2 billion people tuned in for the competition, 1.013 billion watched the final. 

[source: Youtube, The Infographic Show – What Is the Real Cost of the FIFA World Cup Russia 2018?]

No wonder brands keep putting their biggest budget every four years in the World Cup campaigns.

Let’s see  which brands paid the money to get their ad in front of this year’s World Cup audience?

Brands that paid the money to get their ad in front of this year’s World Cup audience


First category - Sport wear brands

NIKE | Vai na Brasileiragem

“Going to Brazil” is their campaign this year. And the star in this ad is Ronaldo, as Nike wants to bring back the 1998 World Cup ad in which the story brings Ronaldo and Romario playing at the airport with Ronaldo missing his chance to score, as he did in this 2018 World Cup ad.

Watch the ad here 

ADIDAS | Create the answer

“Create the answer” — brings together loads of celebrity creators, 56 in total to be more precise. From famous soccer players like David Beckham and Lionel Messi to soccer managers like Jose Mourinho to music celebrities like Pharrell Williams. And these are just a few names. Don’t want to even think about how much that ad costed.

The ad shows these creators “at work” — the football players playing football, the rapper acting as a MC shouting “Creativity is the answer” Jose Mourinho doing his coaching, ending with Pharell handing over the mic to the audience.

Social media is also in this mix — people are invited to post content with the campaign hashtag #HereToCreate on the Adidas social media channels: Twitter, Instagram, Facebook.

Watch the ad here


Second category - Beer

BUDWEISER | Light Up the Fifa World Cup

It is said that this is brand’s biggest global campaign. The ad is full of energy and shows happy people being witness to such an event with Budweiser having their back and making their biggest beer delivery yet.

For this World Cup, the official beer sponsor of the event went big and launched the campaign in more than 50 countries around the world.

It is planned that the ad will be cut down to 15, 30, 90 seconds and for social media channels and TV commercials.

Budweiser is a US brand and because the US team did not qualify at this year’s World Cup they decided not to run the TV ad at home but instead will put the money in different channels of advertising.

All the beers made for the World Cup are branded accordingly and the beers sold at the World Cup stadiums will be sold in cups.

Watch the ad here


Third category - Beverages

Coca-Cola | Ready for

Coca-Cola’s ads centre around the idea of “Being ready” (for the game). The global commercial for FIFA World Cup 2018 in Russia presents the Coca-Cola fabric with the employers speaking to the Coca-Cola bottles encouraging the beverages to be ready for what the real game consists in: angry or sad fans, emotional moments and not the usual couple love that they are used to. They explain what to expect and to be there for all the Coca-Cola fans.

The ad may seem simple but it can get a bit emotional especially if your team is playing or if you are a football fan and you can resonate with the ad and the copy within in.

Watch the ad here:

I also want to show the Great Britain’s local version of the ad showing fans ready to watch the England game but realising 1 minute before the start that they do not have any Coke. They rush to buy some from the store and an important moment takes place while they are gone (one of the teams scoring).

The copy is: You had four years / Get ready for kick-off with Coca-Cola

Watch the local ad here:

Pepsi | Love it. Live it. Football

This does not feel like a World Cup ad to me. Pepsi gathered 5 of the best FIFA world cup players of all times, they then created blue balls filled with blue paint and got the players to give free kicks until everything was blue (Pepsi branded).

The ad shows Carli Lloyd (Best American soccer player at Women’s FIFA World cup)l, Lionel Messi, Marcelo Vieira, Toni Kross and Dele Ali.

There is action in the ad but does not make me think of the World Cup. And the campaign tagline does not resonate with the ad’s content. But hey, who am I to judge!

Watch the ad here


Conclusion

I can totally understand why brands are investing so much to make these ads and to launch global campaigns at the same time with the World Cup. It’s an investment they make every four years which brings them even more money than any other campaign that runs throughout those four years.

My favourite out of all the above is the Coca-Cola one. Simple, emotional, relatable and it’s linked to previous Coca-Cola campaigns. It’s their style all the way.


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