To make sure that Italy, whose national side shockingly failed to qualify for the 2018 World Cup, never miss out again, baby product brand Chicco has launched a new campaign that aims to ensure future tournament qualification.
Based on the (shaky scientific and statistical) insight that every time Italy has won the World Cup in the past (four times) it has resulted in a nationwide baby boom, Chicco’s theory is that if they can ignite another baby boom now then Italy will be back in the running for the next FIFA tournament in Qatar 2022.
This Italian campaign, who’s title translates as ‘Football Is Over: Let’s Start Another Baby Boom’, is led by a spearhead commercial which closes with a final line that acts as an (a) rousing call to action to all Italians: “It’s up to us to knock one in for our country”.
The campaign, which was developed in harness with Spanish creative studio Pink Lab, was fronted by a hero spot directed by Igor Borghi and produced by Milan-based (h) films.
This spot is supported by a set of other World Cup digital and social content linked by the hashtag #ChiccoChampions.
This supporting work includes a prediction-based football competition for the final itself incentivised by giving away a ‘Goal League Fit ‘N Fun’ bundle
Comment:
This cheeky, albeit clichéd spot is classic Italian sauce and might just raise a smile from one or two viewers.
But we doubt it’ll spark an Italian baby boom.
Links:
Chicco
https://www.facebook.com/chiccocompanyuk
https://www.youtube.com/user/ChiccoInternational
https://plus.google.com/u/0/107178168172595815062
Pink Lab
