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Lidl, Carling, McDelivery: our favourite World Cup brand action
20/06/2018

The World Cup is now officially underway, and as expected brands have been making the most of the event! Here are a few of our favourite campaigns of the competition so far...

LG, Live the Game

Taking inspiration from Channel 4’s ‘Gogglebox’, England’s official partner LG have recruited England’s past, present, and future stars for their new video series ‘Live the Game’.
Terry Butcher, Eric Dier and Dominic Calvert-Lewin are shown watching old England games (on an LG OLED E8, of course) as the ad captures their reactions whilst the three sit on a sofa and reminisce. The concept behind ‘Live the Game’ was that for the majority of England fans, that is how they will experience the tournament - at home in front of the telly with friends and family. The campaign will be part of a multi-million pound TV and digital campaign showcasing LG’s new AI technology.

Lidl, Dream Big Dream Lidl

This ad features England players Gary Cahill, Kyle Walker and Raheem Sterling who are schooled by a group of cheeky under 11s. The comical ad, whilst promoting the World Cup and their partnership with the three lions, also promotes Lidl’s grassroots initiative ‘FA Lidl Skills’ which works to create opportunities for 5-11 year olds to play football. This ad is great as not only does it raise World Cup excitement, it also illustrates what we love about football and the importance of the sport at a grassroots level. 

Carling, Golden Can

Whilst Carling aren’t official sponsors, they have released a new promotion ready for this years World Cup - although they have of course carefully avoided any infringement on FIFA rights! It is a given that lager sales will increase during the World Cup, but Carling will be hoping to boost their sales even further with their ‘Golden Can’ promotion. The brand are placing limited edition golden cans in their multipacks where the winner will ‘score’ £1000. It’s the oldest trick in the book, but at times like this when demand is high, it is a campaign that may just give them an extra boost over competitors. 

Copa90, Snapchat partnership

The young people’s football brand has coupled up with Snapchat for the tournament, to show the World Cup from the perspective of young fans, keeping those who aren’t in Russia involved in all the action. The brand will deliver 45 daily editions in English, French, Arabic, German and Spanish to be delivered globally (bar the US). The mobile only platform is perfect for Copa90, considering the age of Snapchat users is lower than that of other social media sites. This campaign is shifting the way people see football, removing it from traditional media’s and making it more fun, accessible and sharable for younger fans. 

BBC, Tapestry animation ad

This amazing ad by the BBC made history with their real tapestry animation. Each frame of the film was individually embroidered, something that has never been seen before. The tapestry work illustrates iconic moments from previous world cups and features some expected key players from this years competition, including England captain Harry Kane. We discussed this in our most recent Creative Crunch blog, if you’d like to read more about this ad click here.

McDelivery ‘Team for Pirlo’

Uber Eats’ McDelivery have recruited Italian legend Andrea Pirlo for their campaign. After Italy failed to qualify for this years competition, Pirlo teamed up with the brand in a plea to help him find a team to support. They teamed up with eight football icons from around the globe who then presented a pitch to Pirlo as to why he should support their country. Stars included Cafu (Brazil), Marcel Desailly (France), Luis Hernandez and Jared Borgetti (Mexico), Harry Kewell (Australia), Rui Patricio (Portugal), Mashahiro Fukuda (Japan) and Alexandre Guimaraes (Costa Rica).
The idea is that Pirlo will spend the tournament watching at home for the first time in 16 years, meaning he’ll need a good takeaway. McDonald’s, who are official World Cup sponsors, have partnered with Uber Eats to offer McDelivery in 26 countries for the first time ever for the duration of the World Cup. 

What are your favourite World Cup ads this year? Let us know over on Twitter.
If you enjoyed this article, you may also like 'Creative Crunch' and 'Football: The Digital Age'. 

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