It comes and goes every four years and for a whole month most of the world stops to take in the sights, sounds, hysteria and passion. When it comes to viewership, the World Cup is a global event that rivals any of the four major sports in the United States combined. In 2010 there were an average of 400 million viewers per match and the final drew in 700 million viewers alone. Those numbers are simply staggering. When the marketing departments of these big brands see the exposure their product can attain they come up with some brilliant and interesting campaigns. Two such campaigns released in the past couple of weeks were done by Nike and headphone manufacturer Beats By Dre.
Nike got things started about two months ago with their commercial titled, “Winner Stays”. It features kids on a playground playing soccer when one of the kids yells out “Winner Stays On?” which to anyone who’s played in a schoolyard is lingo for; if you win, you keep the field. The video features multiple soccer (hence forth known as football) stars such as Cristiano Ronaldo, Wayne Rooney, Neymar, Zlatan Ibrahimovic, David Luiz, Andrea Pirlo, Iniesta, and even the Hulk from Avengers fame. The commercial is quite funny in parts and features some great cameos which I won’t spoil here. It comes in a 4 minutes and 42 seconds long and rivals some movie trailers as far as cinematography goes. The Nike logo or lettering is interspersed throughout the whole video but if you weren’t paying attention for that minor detail it could be easily missed until the very end when Nike’s new slogan “Risk Everything” appears followed by the trademark swoosh. The video currently sits at over 73 million views on YouTube and is likely to grow.
Another major World Cup based campaign released just last week was done by Beats By Dre. It currently sits at just shy of 8 million views on YouTube and is titled “The Game Before The Game”. It too has many prominent soccer stars such as Bacary Sagna, Bastian Schweinsteiger, Blaise Matuidi, Cesc Fàbregas, Daniel Sturridge, Chicharito, Jozy Altidore, Luis Suárez, Mario Götze, Robin van Persie and it featuring host country Brazil’s soccer star Neymar.
The commercial begins with Neymar Jr. having a conversation with his father prior to game time and then goes into a song with cuts of fans and players alike doing their pre-game rituals all while wearing Beats By Dre headphones. The song in the video is by X Ambassadors & Jamie N Commons and is titled “Jungle”. As far as “pump up” videos go I’d have to put this one at the top of my personal list. The commercial ends as it began with Neymar Jr. ending his conversation with his father. After watching the video you almost feel as you have just gone through the same rituals and feel the same weight the players must feel every time they step onto the World Cup pitch.
This commercial runs five minutes and 3 seconds long and may be an Oscar contender in the short movie category when all is said and done (just kidding).
I went back and forth on this a few times but I think of the two commercials put out by these mega companies, I’m leaning towards Beats By Dre as my personal favourite. One has to wonder with the recent acquisition of Beats By Dre by Apple, if Apple had anything to do with this video, It does seem to have an “Apple’ish” vibe to it but that could just be a coincidence.
Nike and Beats By Dre aren’t the only ones jumping on the World Cup advertising bus. Here are a few other commercials from a couple of official sponsors such as Kia and Adidas as well as a second commercial form Nike. The second one from Nike is completely animated and it features many of the same stars as above and Ronaldo of Brazilian fame.