Kicking their way into your heart!

It is the year of soccer…again!

One of the biggest passions in the world, and one of the few sports that keeps growing audiences across the World year after year. Soccer fans are very engaged and highly coveted consumers by many brands. Outside of the most traditional, obvious, and well known soccer ads, here are some of the greatest, and not so well known examples of soccer used as a mean or an end in advertising.

Client: Atletico de Madrid

Title: “Me mata. Me da la vida” (It kills me, it gives me life)
Agencia: Sra. Rushmore (Spain)
Why do we like it? It leverages one of the most known nick names of Atlético fans (“sufferers”) to celebrate it as a point of pride. Nothing better than taking a negative and making it the positive central point of the message.

Client: Blood Donor Program. Brazil
Title: Mi Sangre es Roja y Negra
Why do we like it? Soccer fans feel their colors, defend their colors, vibrate with their colors. Entering a taboo area of giving up their colors is a powerful statement, put to the service of a fantastic cause. In addition, it is participative and it establishes a common goal. What is not to like?

Client: Adidas
Title: Haters (Offensive)
Ad Agency: Iris
Why do we like it? Again, it takes a natural but shameful aspect of the game (fans hate) and make it a positive: fight to be the point of other’s envy. The music and sound effects, the combination of different looks and styles, the “manifesto” rap script, these all contribute to connect with the demo and make it a memorable piece.

Client: Coca-Cola
TItle: Rivalries
Ad Agency: Santos Buenos Aires (regional adaptations by diverse agencies)
Why do we like it? It s bringing the Coke message of friendship across the world with a relevant, organic, and heart warming style. A bulls eye.

Client: Pepsi
Title: “Not your Day”
Agency: ALMAP/BBDO (Sao Paulo, Brazil)
Why do we like it? It is a classic. It brings the power of a soccer celebrity and combines it with a kid’s bold attitude to make fun of a previous version -in American Football- that went into a more traditional and predictable direction.

 

H&S
While you can expect the soccer celebrity to increase awareness and likability of the product, the spot makes an awkward connection between soccer and the product that does not feel relevant to soccer fans or the product itself. The collectible set in this space is just another questionable idea.

While leaving the soccer theme out, the brand decided to revise the spot to create a connection that is much more authentic, relevant and natural. A step into a right direction.

 

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On the Air… not, really!

Airline safety videos are not a form of advertising. However, they are a great exercise on how to retain the attention of a distracted, anxious audience to watch and listen to a message they have heard a thousand times. There are GREAT LESSONS to apply to advertising in here. These …

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Babies in TV Ads

  Sometimes, TV Ads go for an “Easy target” to gain popularity quickly. Nothing wrong with it! We adopt the most popular topics and tactics to make a spot resonate, connect, become memorable, and achieve the magic 2 words “increase likability”. As a politician when campaigning, we often want to …

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The Most Annoying, but Effective, TV Ads!

Apologies for the “gap” in blog articles… I have been working on another one of my passions: music composition (http://javierramis.com/Musica.html) and, as you can hear, I need to dedicate A LOT of additional time to get better at it! LOL Entering into this article’s topic… In Advertising, sometimes (too many …

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I can sell without saying a word!

When we have :30 seconds on TV, we always feel tempted to fill to capacity those seconds with all the information we can possibly fit in there.I call it the “family weekend car effect” It is hard to overcome that temptation and realize that the audience can only remember two …

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My Spokesperson is dead!

A powerful endorsement from a celebrity is one of the most coveted advertising strategies for diverse products. It quickly builds trust, increases awareness, and triggers those “mirror neurons” that tend to copy what we see others do, especially those who we like or admire. This episode of my blog is …

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Making the Media the Message!

The most brilliant static advertising pieces that use the media as part of the message itself. Inspiring and imaginative! Bad idea from PETA. Just wrong from all angles. A billboard that reminds us that caring about and being sensitive to animals does include humans too. “I am 100% into data. …

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Animals on Ads

WE KNOW ANIMALS HELP US CONNECT BETTER WITH PRODUCTS… FROM GECKOS TO CHARMING BEARS, FROM ROADRUNNERS TO ROOSTERS…   DURING THE 40s TO THE 70s, ANIMALS WERE USED IN ADS AS PART OF THE SOCIAL BEHAVIOR STANDARDS, IDEALS, AND MOTIVATORS OF SOCIETY… AND A NECESSARY PART OF THE PEFECT AMERICAN …

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Rivalries on Ads

WHO WOULD DEDICATE THEIR HARD EARNED DOLLARS TO TALK ABOUT THEIR COMPETITOR ON THE AIR? THIS IS THE TOP RANKING OF ADVERTISERS THAT HAD TAKEN THEIR COMPETITIVE ANIMOSITY TO THE EXTREME! Clients: Coke vs Pepsi Agency: TBWA\Chiat\Day, USA One in the series of ads that, during the years, have brought …

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