So the World cup is over and I’m currently wiping a glassy tear from my cheek and coming to terms with 4 years of thumb twiddling (on the up side I may start talking about something other than football).
But all this chat has reasoning (honestly) as the World Cup has been a fascinating chance to look at how so many different brands have employed so many different marketing strategies.
The 5 I’ve picked out aren’t necessarily the highest scoring and are by no means the new testament but they’re all in there for a reason. And after all, if they stuck with me the most, surely they’re doing their job?
1. Banco De Chile’s “Comercial Mineros”
This advert featuring the Chilean miners has to be the most emotionally charged and thought provoking of this World Cup. It adds real emotion to a sporting event that in many ways exists in fantasy land. Uplifting, inspiring and real. Hats off to them.
(Pop the subtitles on to get the full effect!)
2. Nike’s “The Last Game”
Big budget, glossy and entertaining – Nike’s “The Last Game” is a good watch. Brilliantly designed caricatured cartoons of the worlds finest talents – including a Mr.Incredible-like Cristiano Ronaldo and a ogre-like Rooney. It’s clearly worked as well with 40% of consumers falsey stating Nike as official world cup sponsors.
3. Beats “The Game Before the Game”
Beats are doing their best to steal a march on the World Cup big boys Nike and Adidas with this one. This 5 minute long cinematic commercial doesn’t break any new advertising ground. But with impressive shots of Rio, the inclusion of Neymar and his dad having a chat, and a few pretty decent players it ticks the boxes and it certainly is uplifting.
4. Currys PC World’s “Football? What football?”
Bit closer to home this one and very much relying on the consumers familiarity – this is brilliant. Currys have done a range of these in both TV and radio forms and they all have the same format: Man makes excuse for wanting a new TV to watch the world cup. Witty, down to earth, and makes you want a telly.
5. Aldi’s Orchard Cider
This is so bad it’s good. Graham Taylor talking about cheap cider and throwing it on himself in what looks like one take. 46% of consumers recalled the ad last week so with some some sniper marketing at their customer’s tastes Aldi seem to have done the job without making a dent in the piggy bank.
bizalog 
The Chilean advert is by far the most effective in my opinion, purely because it’s on such a personal and realistic level, which is similar to Guinness’ Wheelchair Basketball advert. They both engage the audience emotionally and makes them feel human.
Whereas the rest of the adverts, celebrate football and the World Cup, they lack the emotion and reality, which isn’t necessary a bad thing, they have just taken the more relatable and common approach.
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I agree Pav.
Very powerful and emotive advert. Obviously did a job for the Chileans too – some quality performances!
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