For each World Championship, a mass of commercials and promotional videos are released - sponsors of the games compete in creativity and wit. I can’t say exactly how this affects the sales of brand products, but as a football fan I know one thing for sure - individual videos sink into the soul of football fans for a long time and are popular long after the football holiday is over. And some of them can even be called works of art.
The 2018 World Cup in Russia was no exception. What videos stand out the most? See our selection.
Pepsi
The soda company is famous for its original videos. This time, popular football players became the heroes of the short film - Argentine striker Leo Messi, Brazilian Marcelo, German national team player Toni Kroos and Englishman Dele Alli.
The video turned out to be truly colorful - the players drive balls filled with blue paint through the streets of the city, when they hit, they explode and paint everything around them with bright color. The real Holi! The competition in accuracy takes place under incendiary music, however, see for yourself:
The charming beauty who parried Messi with her ball at the end of the video is not just a model - she is Carly Lloyd, a professional football player from America.
100 days before the World Cup
This is not an advertising, but a promotional video for the 2018 World Cup has become the most intense in terms of the number of stars involved in it. In addition to famous football players of the past and present (Maradona, Ronaldo, Wayne Rooney, Nuno Gomes and many others), such "stars" as the President International Federation Football Gianni Infantino and Russian President Vladimir Putin.
All the heroes of the video demonstrated their possession of the ball, including the presidents. See for yourself:
fox sports
An excellent promotional video for the 2018 World Cup was presented by the American channel Fox Sports. It tells the story of how a lonely girl goes on dates in the hope of meeting the perfect young man. As a result, she meets "the one" and they agree to go to the Brazil-Argentina game together (this can still take place at the World Cup). At the beginning of day X, a young man proposes to a girl and .... see for yourself!)
Adidas
All football videos are very dynamic and few can outplay this issue. famous brand sportswear and Adidas shoes. The video "Creativity decides" is a direct confirmation of this. It was attended by 56 famous people- athletes, coaches, musicians and just famous personalities. The list goes off scale - Zidane, Mourinho, Pogba, Beckham, Salah, Farrell Williams and even ... Yuri Dud.
What came out of this hodgepodge? See below.
bwin
A captivating two-and-a-half-minute detective short film was presented by the bookmaker bwin. In a video titled "Who Stole the Cup?" starred such football masters as Diego Maradona, Vicente del Bosque, Stefan Effenberg and Cafu. All of them represent a separate country at this World Cup, and it is between them that the rivalry for the “kidnapping” of the long-awaited trophy flares up.
Serious passions flare up, in the best traditions of spy action movies. As we know, Germany has already dropped out of this competition. Who will take the cup in the end? The question in the video, as well as at the World Cup, remains open.
Coca-Cola and the Icelandic team
A stunning video was presented for the 2018 World Cup by the Icelandic team together with Coca-Cola. Video directed by goalkeeper national team Hannes Tour Halldoursson. Directing and advertising, by the way, are the main activity of this football player. As is known, professional football players there are very few in the national team - they all, basically, go to regular work in between training camps.
Through the original video, the main thread runs the famous battle cry of the Icelandic fans "Hu!" - two blows to the drum, clap hands. And even eminent football teams can envy the strength of the spirit of the Vikings. Unfortunately, the team has already left the World Cup, but this was their first debut at a tournament of this magnitude, so the small but very purposeful country still has a long way to go.
Video of incredible beauty with a northern flavor, see for yourself:
Guy Ricci for Beats by Dre
An excellent motivating video was presented by the famous English director Guy Ricci. In it he told real stories football players Neymar, Ozil, Mendy and Kane, who grew up in the slums, but were able to achieve amazing results through their perseverance and incredible desire.
“When you see an opportunity in an obstacle,” says the video, which shows a simple Russian boy just starting to kick a ball in the yard. A whole film that evokes amazing emotions. The video was filmed, by the way, in Ukraine.
Nike
Another dynamic video from a clothing and footwear company for sports, but now Nike. In it, football is intertwined with the color of the Brazilian streets, and the main motivation is still the same - the desire to play and constant work can lift anyone to the top.
No wonder the video says: "Our football is born on the streets."
Coca Cola
Only a true fan will understand the disappointment of missing a goal from their favorite team. Coca-Cola ads remind everyone to prepare in advance for the match / buy everything you need so that you don’t run headlong to the supermarket in the midst of a football battle.
Fox
The Fox promo, in addition to being dynamic and full of familiar football faces on the screen, also offers an idea of how the whole world will unite this summer through their love of football. The special stars of the video were Beckham and Deadpool.
And for the phrase “Your breakfast this summer will be beer!” promo creators can immediately give an Oscar!)
ZDF
An unusual video for the World Cup was presented by the German broadcaster ZDF. It is immediately clear that when preparing the video, the creators consulted with Russian specialists, if only because the soundtrack to it used Kasta's song "Noise Around".
We approached the video very creatively - there are no legendary football stars here, but the grandmother in the garden fills a head of cabbage instead of a ball, and football fans from all over the country come to Red Square, where they spread the lawn, set up gates and, of course, play football.
Football fairy tale for all fans!
15.06.18
The championship has already started, and it started for our team in the most favorable way. The first match and the first crushing victory over rivals with a score of 5:0. Compass Production has specially selected for you the best, in our opinion, commercials from the world's leading brands, filmed on the eve of the most anticipated world event of this summer - the FIFA World Cup 2018. We also join all football fans and wish our football team only victories!
Not for the first time, Coca-Cola has become an official sponsor of the World Cup. And every year, the creatives of the world-famous brand present exciting, interesting, and most importantly dynamic commercials to the audience. This is not surprising, because it is the speed and dynamics that are the main features of the beloved sport of all - football.
As for the new video, it also did not do without bright dynamics, because throughout the entire video sequence the main characters, who act as bottle trainers, are constantly on the move. And all this movement takes place under the cult song Are You Ready by AC/DC. And what to say about it! This is a must see:
A four-minute animated film, created in high-quality 3d graphics, tells the audience the life story of one of the most iconic football players of our time, legendary player Spanish Barça Leonel Messi. Gatorade's commercial bears little resemblance to regular commercials, as it is a complete biographical animated short film with its own storyline. Only occasionally does a Gatorade drink appear in the hands of the football legend Leo Messi, as if hinting that the viewer is watching the advertisement after all. And not just advertising, but advertising that was included in the list of the best commercials for the 2018 FIFA World Cup.
The eminent sports brand Nike is celebrating its 20th anniversary this year, and therefore, on the occasion, and on the eve of the 2018 FIFA World Cup, it is launching a large-scale advertising campaign. , which was filmed as part of this campaign, is simply imbued with the energy of football. Moreover, not just actors, but football players of the Brazilian national team starred in the role of the main characters on the set in Nike advertising. The national team, which throughout the existence of football is one of the strongest in the world.
Qatar Airlines is the official partner of the 2018 FIFA World Cup this year. The video, which was presented by the creatives of Qatar Airlines on the eve of the most anticipated event of this summer, looks more like a clip for the World Cup anthem, and not an advertisement for the airline. Moreover, the song that plays throughout the entire commercial is 1 minute long and performed by the charming brunette Nicole Scherzinger, the former soloist of the once popular band The Pussycat Dolls.
The betting company Bwin presented to the public an exciting promotional video, the plot of which is based on a detective story of the theft of the most significant football trophy - the Champions Cup. Legends of world football took part in the shooting of a short advertising film of the bookmaker's office Bwin - the Brazilian Cafu, the Argentinean Maradona, the German Effenberg and the Spaniard Del Bosque. All the characters in an exciting detective scenario act as the main suspects of this high-profile criminal case.
Orbit has launched another creative campaign from the "Time to Shine" series under the unusual name "Time to Speak!". The main goal of the advertising campaign and the funny promotional videos that came out as part of it is to show how knowledge of English language in contact with foreigners helps Russian people to get out of awkward situations.
The song for the Orbit advertisement "Time to Speak" was the song "Happiness suddenly knocked on the door in silence ..." from the famous Soviet film "Ivan Vasilyevich Changes Profession". The only thing that the creative creators of this musical advertising masterpiece have changed is a little text and translated the song into English.
But on the eve of the 2018 FIFA World Cup, Snickers shot a truly football advertisement from the series “You are not you when you are hungry”, with a very unexpected main character. The well-known Russian singer and composer, Honored Artist of Russia - Igor Nikolaev took part in the shooting of the commercial. According to the creative scenario of the Snickers advertisement, which was included in the list of the best commercials for the 2018 FIFA World Cup, one of the football fans turned into it.
Also in the list of the best commercials for the 2018 FIFA World Cup, in our opinion, was the Budweiser video with drones. Numerous actors who starred in the drone commercial for Budweiser beer played the roles of football fans in the video. To make them happy became the main mission of the army of flying red drones.
But the South Korean automobile brand Hyundai, on the eve of the 2018 FIFA World Cup, presented the championship series of cars and specially for this occasion shot a football-themed commercial, which was included in the list of the best commercials for the 2018 FIFA World Cup.
The KIA car company presented its video dedicated to the 2018 FIFA World Cup. The main characters of the KIA advertisement are children who are tested and trained to fulfill their dream - to enter the field together with world football stars during the 2018 World Cup and endure soccer ball.
Before the championship, Russian football players took an active part in the filming of many advertising campaigns. For example, in the video "Change like Golovin" the star of the 2018 World Cup, Russian football player Alexander Golovin demonstrated by his own example that everything is possible and that a child's dreams can certainly come true. The main thing is to believe and go towards your goal. The video also shows the story of a little boy who is a fan of Golovin and who, like his idol, dreams of becoming a famous football player.
From Maradona
to messi
1982, young Diego Maradona, on the way to the locker room, is overtaken by a young admirer and begins to persistently offer a bottle of Coca-Cola, the footballer politely refuses at first, but in the end he can’t stand it and devastates it in one gulp. Fast-forward to 2014 and a teenager flaunts a Pepsi through the shady streets of Rio and punches a newspaper in the process, behind which Argentina's new idol Lionel Messi is hiding. And if we watch a regular TV movie, then the teenager moves on, and if we have an interactive version in front of us and we click on the screen at that moment, then the whole street recognizes Leo and does not let him pass.
Classic TV Format: Superstars and Hashtags
This year, the two main sports giants continued to compete in creativity, with only Adidas being the official sponsor and, therefore, only adidas can allow direct references to the World Cup. But in the end, Nike came out noticeably more powerful: first with the "Winner Stays" video, which is reminiscent of "Jose + 10", where children chasing the ball pretend to be world stars, and then miraculously really turn into them. Against the background of this funny and memorable video, the response of Adidas "The Dream" with Leo Messi, Luis Suarez and Xavi and the new track by Kanye West looks rather pale - unlike the second, already funny video with Beckham and Zidane, who teach the mind-reason of young Gareth Bale and Lucas Moura.
They recruited their team of stars in Pepsi (like Nike, the company does not sponsor the World Cup), releasing a cheerful video with the same Messi, which was mentioned at the very beginning. But if in 2002 we could only watch the match with sumo wrestlers while sitting in front of the TV, today the scenario is much more likely when we are dealing with an interactive Internet version of the new Pepsi commercial or following the hashtags that the company is promoting. Thematic accounts in in social networks created by global brands mobile applications and special microsites - marketing strategies for the World Cup in Brazil have changed as much as the squads of the playing teams compared to the last championships.
Show The Dugout
Samsung, not being a sponsor of the championship, also took advantage of the general football frenzy for a campaign to promote a whole series of new gadgets. (primarily the S5 smartphone) brought together many football stars under his banner - among them there is even Alexander Kerzhakov. A series of videos about the Galaxy 11 team, led by Franz Beckenbauer, protecting the Earth from an alien invasion, quickly gained popularity on the Internet. In addition to this, the Galaxy 11 website was launched, where you can follow the adventures of the dream team, download mini-games and learn about the new products of the Korean company.
The upcoming FIFA World Cup, which will be held in Russia starting June 14, 2018, excites the hearts and minds of advertisers who plan to attract more customers to their brands and products. It is possible and necessary to advertise your products, but it must be done in a way that does not infringe the copyrights of the companies responsible for the matches. For example, the copyrights of FIFA and their official sponsors must in no case be used for the purpose of generating income. Naturally, in order to draw the attention of visitors to your establishments, you can use the symbols of the Championship organizers, but only with the indication of the copyright holders.
You can hang posters with match schedules, announcements of upcoming meetings and events in the window of your shops or cafes, but in no case use the FIFA logos or even fonts that are proprietary official attributes. In this case, you can be accused of copyright infringement and impose huge fines or even shut down your office.
Placement of outdoor advertising by the Moscow authorities
It is planned to spend at least 50 million rubles for outdoor advertising of the World Cup. The authorities of the capital have scheduled the installation of 9,000 posters on all city stands and pedestals, more than 2,000 stickers to be pasted in the Moscow metro.
In the assignment, which has already been received from the customer, it is said that all materials should not contain copyright symbols, signs, designations that correlate with FIFA. Exceptions will be only those cases that are stipulated by special orders.
For reference:
Moscow will host 12 matches of the World Cup. Among them will be the first match of the opening of the Championship, the final match and the match for the third place, which promises to be very hot and interesting.
Official partners and sponsors of the World Cup
It is clear that advertisers and marketers strive to ensure that their companies become popular during such large and significant events as the World Cup. But they can only draw the attention of their customers to upcoming matches without using the official symbols, colors and shades, fonts and spelling. Each violation can result in very significant fines. Official partners who can use all these attributes are divided into three groups:
- FIFA Partners -
Adidas, Coca-Cola, Hyundai/Kia, Qatar Airways, VISA, Gazprom Chinese concern Wanda Group, which is a newcomer, the contract with FIFA was signed only in the spring of 2016. These partners have all rights to use symbols, inscriptions, slogans in their headlines and advertising campaigns. - Sponsors of the World Cup, the following companies: Bud, MacDonald's, Hisense, a manufacturer of household appliances and electronic goods. Last company already sponsored the 2016 European Football World Cup in France. Another new sponsor is Vivo, a Chinese company. Official Sponsors may use the advertising rights, but only within this World Championship.
- Regional sponsors that have replaced national sponsors. Each continent must have 4 corporations. Sponsorship packages for the upcoming World Cup are not being sold very briskly, for example, in Europe there is only one regional sponsor so far - this is Alfa-Bank. He will be able to use the rights to advertising and services to football fans.
Only these categories of advertisers have the right to advertise their goods and services using the tournament logos, FIFA symbols. They are allowed to produce souvenirs, organize promotions, the prizes in which can be goods with the symbols of the Championship, as well as tickets for the matches themselves.
What to do for advertisers who do not have the rights to use the symbols of the World Cup
If you are not an official sponsor or partner of the World Cup, then you must comply with a number of conditions and rules in order not to fall into the category of violators.
The most important and strict prohibition is the use of official FIFA symbols, photos, videos, which are protected by copyright, in their promotional materials. You have to be extremely careful with this.
During promotions, seminars, presentations, lotteries, and other promotional events, it is not allowed to present or offer tickets for World Cup matches as a prize. Only copyright holders can do this.
You can not design your establishments, institutions, shop windows, street cafes, using copies of promotional materials for the World Cup. Avoid using World Cup logos, official fonts, lettering sizes. To avoid problems, it is important to understand that you can attach a poster with a match schedule, decorated in shades of the Russian flag or with the image of a soccer ball, at the entrance or in the window. But you should not use the inscriptions that are accepted on the official materials of the World Cup.
Problems for small companies when using World Cup symbols
Don't think that the bans only apply to large companies that have the means to pay for the sanctions. Even small companies and entrepreneurs can be punished. For example, in the summer of 2017, during the FIFA Confederations Cup in St. Petersburg, many owners of small cafes, bars, and restaurants were accused of copyright infringement. They used the symbols of the Cup to decorate their institutions. Another well-known bar chain has been caught using the logo on its website. That is why on the eve of the World Cup it is important to check and remove all attributes, symbols of official companies.
How to make your advertising campaign safe and effective without using forbidden World Cup symbols
Here you will find some simple tips to help you make your advertising campaign useful and effective. At the same time, you will be able to avoid misunderstandings and punishments.
- You can talk about funny and curious cases that happened during matches, discuss the most famous players, share impressions gained while watching matches.
- You can offer to your future clients Better conditions to watch matches together, buy large TVs, install them in the best places.
- Buy comfortable furniture, the freshest beer, treat your customers to the best dishes.
- Offer participants prizes in promotions related to football, but without the use of FIFA symbols.
- When advertising electronics and gadgets, you can use phrases that will encourage the purchase of better equipment for watching future matches.
- Refreshment drink advertising can also be associated with upcoming games, but without using official names and terms.
- Boost your email and text messaging offering home delivery so your customers can watch matches in peace.
All these actions must be taken in advance, because the World Cup is just around the corner, and there are a lot of competitors who want to make money on their advertising campaigns.
There is very little time left before the start of the football event, which unites millions of viewers from all continents, and the videos for the 2018 World Cup have already flooded the Internet.
Recently, advertising video activity has been very striking. Each representative of a particular country tries to come up with an original video sequence. In addition, there are official promo videos, but this does not mean that they all have the same viral effect. To achieve the desired result was obtained mainly from the sponsors of FIFA.
Take, for example, the official promotional video for the 2018 FIFA World Cup called "100 days before the World Cup." Starred in advertising football stars who stuff a soccer ball, and at the end of the video, Russian President Vladimir Putin, together with the FIFA President, throw the ball to each other.
FIFA cooperates with such large companies as Adidas, Hyundai/Kia, Coca-Cola, VISA, Qatar Airways, Gazprom and others.
Coca-Cola World Cup 2018 always pampers viewers with interesting videos. This time, Coca-Cola 2018 managed to call on fans from all over the world to quench their thirst with their favorite drink, which can make the taste of victory even brighter, or quench the bitterness of defeat.
For example, the producers of another Pepsi drink always pamper their viewers with bright commercials. Their ad for the 2018 FIFA World Cup has already captured the attention of many fans, as it features the likes of Lionel Messi, Toni Kroos, Dele Alli and Marcelo.
The players played the role of hooligans, kicking the ball, which consists of blue paint, they do all this to incendiary music, in front of a surprised audience.
Another sponsor of the 2018 FIFA World Cup is the world-famous VISA company. Advertising VISA World Cup 2018 invites card users to pay for purchases in supermarkets, register in the competition and win prizes.
Participants also have unique opportunity get into a group of VISA fans, as part of which they can visit the World Cup. Their advertising of the World Cup motivates all users of the card, besides, Russian football player Alexander Kerzhakov starred there.
McDonald's for the 2018 World Cup also approached the preparation of the World Cup responsibly and showed its promotional video to the fans.
Advertising for the 2018 World Cup is often a whole motivational appeal to the fans. So the well-known British television company BBC released a promotional video dedicated to the World Cup, under the well-known Russian romance "Dark Eyes".
The well-known sports equipment brand Adidas also released an ad for the 2018 FIFA World Cup, which featured football stars.
One of the betting companies in Russia could not stay away from the 2018 FIFA World Cup and filmed a video called “Who Stole the World Cup?”, which consists of 5 commercials. Such legends of world football as Vincente del Bosque, Cafu, Stefan Effenberg and Maradona took part in the filming of the video.