Turn on any tv set in any country and
it won't be long before you are being bombarded by a inexorable stream of World
Cup commercials as manufacturers seek to funds in on football's greatest
sporting event, which is held every years.
"There appears to be a brand
spanking new every day, it is inexorable," M&C Saatchi Sport & Entertainment
CEO Steve Martin told CNN, reflecting on the promotion drive.
"It seems every time you turn on
the TV there is a World Cup commercial," added Martin. "It's called
the World Cup for a reason and it tends to cut across all countries and all
markets.
"The danger for lots of brands
leaping on the bandwagon is they are not part of it, but I think there is a
savvy audience now that knows who is leaping on the bandwagon and who is not."
ten. Adidas' $84 million commercial
replicates a Hollywood film trailer with the likes of Argentina's Lionel Messi and Uruguay's Luis
Suarez filmed in a range of locations from the Copacabana beach to a Spanish
forest.
9. British broadcaster BBC's
inspiration derives from Toy Story, with its short film showing footy figures --
voiced by England great Gary Lineker -- escaping from a toy box and trying to
reach the World Cup in Brazil.
8. The sizable majority of promotion
campaigns look to as plenty of people as feasible with the aim of convincing
them that their brand is the be-all and end-all.
7. Supporters adore their players and
the players themselves have a mutual love for their fans -- or so they are led
to think.
6. Conjured up on a similarly-grand
scale to the Adidas offering, Nike treats us to a game of footy played out by a
bunch of excellent players. Sound familiar?
five. The pretty thing about the
pretty game is that it can be played by somebody, anywhere, as long of work, you
have a ball.
four. Nike and Adidas may battle it
out each year for the title of who can produce the largest footy commercial on
the grandest of scales, but they now have a brand spanking new challenger -- Beats
by Dre.
three. Chilean beer Cristal goes for
the horror style in its promotion campaign.
With Chile
up against it in Brazil 2014's "Group of Death" -- also featuring Germany, Netherlands
and Australia
-- Cristal tries to offer the nation a helping hand.
two. Mobile phone company Movistar
goes step further than ING Belgium in trying to break down that barrier between
players and supporters.
one. The miners of the 2010 Copiapo mining accident
are Banco de Chile's inspiration for its offering as "Los 32" -- a
member of the original "Los 33" was actually Bolivian -- rally the
troops ahead of the World Cup
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