Early May saw US broadcaster launch a new phase of its World Cup campaign based around the idea that the World Cup is all anyone wants to talk about.
The campaign, which is led by a 30-second TV spot developed in partnership with Wieden + Kennedy New York, features the campaign tagline ‘Every Four Years The Conversation Start Again’.
The TVC, which was shot mostly in New York, features America soccer fans chatting excitedly about their teams (both the US side and the country’s of their ancestral homelands) and about the likely winners.
The spot stars genuine (real) US football fanatics – from a butcher of German descent, to an Italian/America barber and a cabbie originally from the Ivory Coast.
The creative aims to boost the Brazil 2014 conversation in the USA and help spread World Cup fever.
(And to further reinforce the pessimistic Englishman’s fear of penalties).
The spearhead TV work is supported by outdoor creative and ESPN has unveiled the first posters in what will be a 32-execution series – one for each team – designed by Brazilian artist and graphic designer Cristiano Siqueira.
Each outdoor ad features a star player from each country as well as the team’s nickname.
This mainstream campaign promoting the start of ESPN’s live World Cup coverage on 12 June follows an April ESPN World Cup funny ‘First Date’ viral.
Indeed, the ‘Every 4 Years’ spot has 600,000 YouTube views thus far, whilst the ‘First date’ viral is close behind with 500,000 and counting.
The three-minute First Date video focuses on the broadcaster’s British announcer and match commentator Ian Darke, who will take to the microphone for Brazil 2014, warming up by commentating on a first date.
The man and woman, who met online and are on their first date in an Italian restaurant, get off to a bad start and Darke’s comedy crossover commentary spans the awkward and amusing.
Comment
The creative is fresh and funny, but there is a serious side to the growth of soccer in the US.
ESPN’s campaign promotes what it expects to be its largest production ever – spanning multi-network, digital and radio coverage – for the 2014 FIFA World Cup.
After steady grassroots growth in the US and the MLS going from strength-to-stregth, ESPN president John Skipper predicts ratings for the final will be ‘up dramatically’ on the 2010 match which was seen by 15.5 million viewers on ABC.
ESPN will air all 64 World Cup games live across ESPN, ESPN2, ESPN Deportes, while ABC will air a small group of weekend matches and the final on 13 July..
ESPN digital will make all matches available live on the Watch ESPN app and WatchESPN.com and it will also offer a companion viewing experience for every telecast via ESPN3 Surround (with multiple language offerings, two alternate camera feeds, tactical cams for a high and wide view of the pitch and real-time highlight reels that will update as big moments happen during every live match.
Links
ESPN YouTube Channel
https://www.youtube.com/user/ESPN
ESPN Website
