The Football World Cup (I can’t bring myself to call it the FIFA World Cup, as we’re supposed to nowadays) should be a fantastic opportunity for brands. In particular, it’s a place to borrow the passion and energy of the thing we all get most excited about. No, not street-fighting and British self-loathing; I’m thinking of the football.
In the past, Adidas had its moments but Nike was King of the World Cup ad – despite not being a sponsor – clever eh? More recently Beats by Dr Dre has excelled.
But Beats’ new 2018 version is a big disappointment. It has many of the elements: big names; check, cool track, check, flashbacks, flash forwards, check, underdog story; check …..etc and so on. But no banana; you just don’t end up caring one way or the other.
There’s still time for someone to step in and save the day with a new blockbuster. In the meantime, let’s just luxuriate in the sheer amazing-ness of the last Beats World Cup ad from 2014.