Two more major World Cup ads have launched this week, from Beats and Coca-Cola. Both follow a familiar footballing theme, addressing the anticipation before a match from the point of view of the players and the fans respectively. Watch the ads here.
Beats Electronics has taken an out-and-out epic approach for its spot, which is created by R/GA. At five minutes in length, it’s even longer than Nike’s ad this year, and it pulls in a plethora of stars from Neymar Jr to Luis Suaraz, Cesc Fabregas to Robin Van Persie. Its tone is worthy: judging by this ad, football is no mere game, it’s an act of war.
Coca-Cola, to my personal relief, has taken a lighter touch in its new ad, the latest in a series of spots from the drinks brand based around the tagline ‘This is the world’s cup’. Rather than drawing on footie stars, this one focuses on the fans, and the crazy signs and portents they find meaning in while watching the games. Bar the last ten seconds when everything goes a bit ‘Coke ad’, it’s a charming piece of work. The ad was created by Wieden + Kennedy Brasil, and directed by Nicolás Kasakoff.