With Fifa 20, the latest iteration of EA Sports' long-lived sports game, now in stores, Adam&EveDDB is urging players to break from convention by heralding all the players who don't do things 'right'.
A new global marketing campaign looks at those who play ‘wrong’ in the stadium, in the street and in the game. Mentioned is the showboat celebrations of Fifa Women Player of the year Megan Rapinoe, Jaden Sancho's move to Germany, Raheem's Sterling's smaller stature. It even throws a mention to boxer Anthony Joshua who has to correct the narrator that it is the "wrong sport". Also featured is Eden Hazard and Vinícius Jr.
The narrator, a young boy, urges: "That's all noise man, wrong is working for you"
And that's where the campaign gets its name, 'Wrong Breaks New Ground'.
Mat Goff, joint chief executive of Adam&EveDDB, said: “There has always been a ‘right’ way to do things in football. But the global Ffia community are constantly making and breaking their own rules to show that wrong is the new right and changing the game for the better.’
Earlier this year, The Drum explored how Fifa is leading the way in product placement and advertising in video games (all mostly to pay for the ever-expensive Fifa licence).
Vote for the campaign below in The Drum Creative Works.