SBS launches World Cup ad campaign tonight via US, Sydney – meet the world’s biggest fans
Tonight SBS will launch its official 2010 FIFA World Cup multi-platform, multilingual advertising campaign spanning television, online and radio.
The campaign, developed by US Sydney, highlights the truly global appeal of the event and adds new voice to the worldwide passion for football.
Airing from tonight on SBS ONE and SBS TWO is a series of 15-30 sec mini docos that feature the biggest fan from each World Cup participating nation, telling their story in the language of their nation (with subtitles for languages other than English) and sharing their passion for the game.
VIEW THE ‘SOUTH AFRICA’ AND ‘ENGLAND’ SPOTS:
In early June a section within SBS.com.auwill launch, featuring all of the fans found around the globe. Thiswill allow access to their stories and insights into the footballersthey support.
Then in the opening ceremony of the World Cup, a 3minute World Chant will launch featuring an original song created by USSydney and Nylon studios and featuring all of the fans discovered onthe project.
SBS Director of Marketing Jacquie Riddell said:”The FIFA World Cup attracts the most passionate sporting fans in theglobal community and we’re excited by this campaign because it reallytells the stories of fans while also educating and exciting viewersabout the game, the countries participating and the tournament itself.”
JoshMoore, ECD at US Sydney said: “The SBS World Cup project has been anamazing experience for the team, having created the idea last year, thecreative team (Adrian Ely & Nigel Clark) have spent the last 5months finding the world’s biggest football fans, they also wrote thechant and travelled around the world capturing the chosen fans’stories; they have had a once in a lifetime experience.
“This isUS Sydney’s first foray into creating content for advertising and withthe help of executive producer Roy De Giorgio and DoP Jason HargreavesI’m happy to say the result is truly beautiful.”
Agency: US Sydney
Production Company: US Sydney
Directors: Roy De Giorgio, Adrian Ely, Nigel Clark
DOP: Jason Hargreaves
ECD: Josh Moore
Art Director: Adrian Ely
Copywriter: Nigel Clark
Agency Producer: Roy De Giorgio and Cate Stewart
Editor: Sam Wilson
Account Director: Alex Tracy
Sound: Nylon
34 Comments
I hate it already
Congratulations Roy.
I think the Optus spot has slightly raised the bar boys.
Still, points for getting a world trip out of it!
Great stuff. Bring on the world cup.
Phfft. Typical poms whinging about anything before it’s even started…
Nice work Ely and friends.
And mate! Directing now!? On a roll.
GREAT BRIEF..NICE PICS…RATHER AVERAGE UNINSPIRING OBVIOUS IDEA.
WASTED OPPORTUNITY SURELY.
Roy’s directing. That opens it up to everyone.
Cockney geezer- tick.
Teeth missing, bit of a hoolie – tick
England flag in background – tick
Pint of beer – tick
Millwall FC at The Den – WTF?
I like this campaign. It will only get bigger and better over the World Cup.
I prefer it to the Optus ad purely because i believe the link between the world game and sbs’ positioning as our world broadcaster is stronger than the Optus ‘Anything’s possible’ claim. Yes, I understand the Optus/animal link and think its brilliantly executed but don’t understand the link between Optus/the animals/the viewer and ‘Anything’s possible. I’m sure people will love watching it, but that’s about it – but, maybe that’s all they’re hoping for. Plus, I think viewers will prefer to watch a number of commercials a few times rather than one commercial a lot of times.
Where did the Leo’s pitch video go?
Awesomen’t
10 years ago it would be called a tv ad.
Now it’s ‘creating content for advertising’.
Same old idea, but today you get to see the making of online.
http://www.youtube.com/watch?v=aa0Et2TBcyI&feature=related
This is worse then AMI.
This is genuine, inspiring and beautiful.
Hi 5.24. You seem like a sunny optimistic person, which is rare these days.
Alas, you are not a very good judge of advertising.
If you replace every adjective in your post with its antonym, you will have nailed it.
Much prefer this to Optus. At least these capture a genuine spirit of the world cup. Apert from the post there’s nothing genuine about the Optus ad. Overpaid footballers acting terribly while a nauseating little munchkin captures it all on his Optus mobile.
Hi 12:22, (5:24 here) Judging by the number of awards I’ve won. Either you or the entire global ad industry is wrong. My guess is it’s not the industry – but you be the judge.
Eat football, sleep football, drink Coca Cola…
All good. But was hoping for a few more goose bumps.
Germany vs Australia 3-0
Ghana vs Australia 1-1
Serbia vs Australia 1-0
Hey 5.24. How about giving us your name then?
What exactly is the strategy here apart from playing up to national stereotypes and cliches: African’s like to sing and dance, English bloke likes a pint and a bit of banter?
Brilliant insight, US Sydney.
What else can we look forward to? Vespa riding Italians knocking back espressos and topless Argies waving their shirts around their heads? It’s more of a travel guide than an insight into the biggest event for the greatest game in the world?
5:45. Maybe stereotypes is the insight?
10.53pm I think that would be giving the planners, if there were any, too much credit.
I am the target market, and I’m really not interested in happy, smiling S Africans and dancing children. I’m just waiting to see the poor kids in the townships playing a game of dirt football and talking about their hopes and dreams, and a grown man crying and revealing his Pele tattoo.
Nothing great concept wise.
Direction well below average. Post work average.
Time wasted well above average.
That’s 15 sec of my life that I will never get back.
Maybe Roy and his team need to wakeup.
5.24 must be from US Sydney doing some damage control.
Maybe in order to be original and avoid stereotypes, they should have used white people doing the river dance for south africa – now that would have been really “edgy”.
These spots feel authentic and real because they are – great concept – well executed!
Nuff said.
Maybe stereotype is the new creative edgy authentic and real type……… Not
LOL 403
4.03pm Exactly why is this a great concept? Please enlighten the rest of us.
5.32pm – it’s a great concept because it makes me warm and fuzzy and here’s the kicker… it makes me want to watch South Africa & England matches – not just Australian matches!
Why don’t you endarken us as to why it’s not a great concept? Or better yet share with us what genius concept you would have come up with. My guess is, you got nothin’!
BAM!
Nuff Said.
Warm and fuzzy? Have you ever been to a football match, 10.18am? If your campaign set out to make people feel warm and fuzzy then I’m even more disappointed with its lack of strategy than upon my first viewing.
Football is about passion, loyalty, hatred, exhilaration, hope, fear, depression, blind faith, exhilaration, admiration, wanton abandon.
One thing it’s not is warm and fucking fuzzy. You and your colleagues, you just don’t get it.
Sorry.
Spot On!!! 4.47
I would have shown people with screaming, shouting, crying, swearing, pulling their hair and their neighbours and still rooting for their team….
how that for a concept 10.18
I got goosebumps. Nice work.