The Drum Awards for PR 2022

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By Amy Houston | Reporter

November 21, 2022 | 8 min read

Here is The Drum’s Fifa World Cup 2022 ad round-up, where you’ll find the latest ad campaigns from around the world from sponsors, broadcasters and guerilla brands.

The World Cup is a momentous event for brands to celebrate the beautiful game with fans. With the tournament set to kick-off in November 20 in Qatar, brands started early to launch their advertising efforts.

Coca-Cola was quick off the mark, releasing its family-focused ad three months ahead of the event, while beer brand Budweiser’s star-studded spot followed shortly after.

Here’s a round-up of the latest World Cup work.

Nov 21

Bleacher Report: Unreal World Cup

Bleacher Report is tapping into some serious 90s nostalgia to promote its Fifa World Cup coverage.

As the tournament begins, the San Francisco-based organization has developed a fun ad that sees Messi and Ronaldo toys that belong to a football fanatic kid. In homage to the Pixar classic, after the youngster leaves his bedroom, the toys spring to life and chaos ensues.

Nov 16

Nike: Footballverse by W+K

To excite football fans in the run-up to the Fifa World Cup, Nike has released ‘Footballverse.’

In the spot, viewers see a snowy mountain in Switzerland where a team of scientists believe they have cracked the code and created a world where football legends, past and present, can compete against one another.

Created by long-time agency partner W+K, the short film features a bunch of Nike athletes, including Alex Morgan, Cristiano Ronaldo, Kylian Mbappé, Ronaldinho and Sam Kerr.

Nov 15

Adidas: Family Reunion by TBWA

To celebrate the Fifa World Cup, Adidas has dropped a star-studded ad that celebrates how football can bring people together.

In ‘Family Reunion’ viewers see Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, Serge Gnabry and Stormzy all together under the one roof.

Created by TBWA, the spot sees the soccer legends eat cereal, play foosball and even jam to music together.

Nov 14

TalkSport: Wall-to-Wall World Cup by Pulse Creative

TalkSport has taken a wall in Shoreditch and covered it in a 50ft mural to mark the Fifa World Cup.

The hand-painted ad shines the spotlight on the media company's coverage of the tournament in Qatar.

The campaign is supported by a series of short films that will bring the mural to a wider audience.

Nov 14

McDonald’s: Wanna go to McDonald’s? by Wieden + Kennedy

In a high-energy global ad, McDonald’s shows that everyone around the world is asking the same question – albeit in many different languages. Whether it is pleading children, bus riders, A-list celebrities or both happy and sad football fans, the question is the same: “Wanna go to McDonald’s?”

The capper is Jason Sudeikis (acting rather Ted Lasso-ish) when his friend arrives with a bag of McDonald’s. He says in disbelief: “You went to McDonald’s without me? I mean, you could have asked.” When his friend says sorry, Sudeikis retorts: “You can’t eat an apology.”

October 24

ITV: World Cup by ITV Creative

For its Fifa World Cup spot, ITV has spotlighted British football pundits over the years to build excitement. Using archive footage from as way back as the 1970s, the ad also features Ian Wright and Eni Aluko.

Directed by Glenn Kitson of The Rig Out and produced by Gloria Bowman with Iconoclast, this video will definitely take a few football fans back.

October 19

Coca-Cola: A Kind Of Magic by Universal Music Group

Coca-Cola and Universal Music Group have recorded a cover of Queen’s iconic track ‘A Kind of Magic’ to celebrate the tournament.

Building on the brand's 'Believing is Magic' campaign, the reworked 1986 hit is a collaboration between Egyptian rapper Felukah, soulful Saudi Arabian singer-songwriter Tamtam and Latin artist Danna Paola.

October 18

QNB Group: Dream Bigger by Pitch Sports

Qatari Bank QNB Group has released this uplifting ad that hopes to showcase that every achievement starts with a dream. It features football legend Neymar Jr, as well as social media sensation Khaby Lame.

October 13

Pepsi Max: Nutmeg Royale by BBDO Argentina

This star-studded campaign from Pepsi Max features football legends Leo Messi, Paul Pogba and Ronaldinho taking part in an epic match alongside locals. To mark the brand's new tagline ‘Thirsty For More’, the action-packed spot is filled with cameos, trick shots and humor, with Fatboy Slim’s ‘The Rockafeller Skank’ providing the upbeat soundtrack.

October 10

Puma: Fearless by LaFourmi

Puma’s spot featured FOTs (Football Obsessed Teens) and the ‘Puma Fam,’ which includes top footballers such as Neymar Jr, Antoine Griezmann and Memphis Depay, plus younger players including Nikita Parris, Christian Pulisic and Romeo Beckham.

The ad – a combination of sports, fashion, music and youth culture – begins on a bus where one of the youngsters mentions Neymar Jr’s ‘fearless’ state of mind during play. This word resonates with the friends and comes to life throughout the film.

October 7

Fox Sports: The Most Wonderful Time of the Year by Hungry Man Productions

Mad Men star Jon Hamm stars as Santa Clause in this Fox Sports campaign, but he's not the only famous face in the ad. Queen of Christmas Mariah Carey, football legend Tom Brady and actress Ellie Kemper all feature in the fun commercial.

October 5

Coca-Cola: Believing is Magic by M&C Saatchi

Coca-Cola partnered with legendary barber Mark Maciver and his East London barber shop SliderCuts to offer free trims for football fans in return for sharing their Fifa World Cup promises – which they have vowed to keep if their team wins. Some of the promises made by people included changing their middle name to the name of their favorite player, buying fifty footballs for fans who can’t afford them and picking up playing football again.

September 28

Hyundai: Goal of the Century by BTS

Popular South Korean boyband BTS recorded this anthem for car manufacturer Hyundai to tout its sustainability pledge. In the spot, the group performs on a rooftop while video footage of football fans is interjected throughout. It’s the second spot in the ‘Goal of the Century’ campaign, with an earlier film dropping in April that featured Steven Gerrard.

September 23

Budweiser: The World Is Yours To Take by Lil Baby

Grammy award-winning rapper Lil Baby released this single to be featured as one of eight tracks soundtracking the event. It samples the chorus from the Tears For Fears hit Everybody Wants to Rule the World, and will be part of the rapper’s performance later this year at the Budweiser Hotel in Qatar.

September 15

Budweiser: The World Is Yours To Take by Wieden+Kennedy

Budweiser excited football fans with a fast-paced spot that featured Lionel Messi, Neymar Jr and Raheem Sterling. The football legends lead a group of animated fans down the player tunnels and on to the pitch.

August 31

Coca-Cola: Believing is Magic by WPP

Coca-Cola was super early with this spot, which starred a passionate football fan walking down the street, dreaming of her team winning the tournament.

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