As far back as Ancient Egypt, advertising has served a critical purpose in the business world by enabling sellers to effectively compete with one another for the attention of buyers. Whether the goods and services your company provides are a necessity, a luxury or just a bit of whimsy, business owners can’t rely on a one-time announcement or word-of-mouth chatter to keep a steady stream of customers. A strong commitment to advertising is as much an external call to action as it is an internal reinforcement to your sales team.

Advertising practitioners across the world always ensure they create top of the mind advertising content to woo customers. So far, a lot of practitioners have done so much in 2022 by creating the most creative advertisements for their clients via tv commercials, radio jingles, newspapers ads, billboards among others. To this end, the Industry Newspaper, one of the leading business newspapers in Nigeria critically looks into some memorable ads for 2022.

Budweiser: “The World Is Yours To Take”

Budweiser, produced by Anheuser-Busch InBev (AB InBev), launched its FIFA World Cup campaign in 70 countries, making it one of the brand’s largest initiatives, per information shared with Marketing Dive.

“The World Is Yours To Take” features soccer superstars Lionel Messi, Neymar Jr. and Raheem Sterling. The campaign kicks off with a hero ad featuring the three athletes running with fans from around the world through the player tunnel onto the field.

The 45-second video ad opens with an overview of the significance of the player tunnel. Then, Messi, Neymar and Sterling are seen leading fans of different ages, nationalities, ethnicities and abilities through the tunnel as a remix of Tears for Fears’ hit “Everybody Wants to Rule The World” plays. Flags from various countries were waved as well as the LGBT Pride Flag. Its presence in the commercial stands out, as Qatar had come under scrutiny for its persecution of LGBT people.

Heineken: “Cheers to All Fans, Men Included,”

Heineken, in 2022, unveiled a new TV and digital campaign celebrating female soccer fans and addressing gender bias that affects both fans and players. The campaign, “Cheers to All Fans, Men Included,” features female soccer fans across a variety of teams, ages and ethnicities enjoying the game in bars with a glass of Heineken, or even during intimate situations. In one scene during the 90-second spot, a woman leaves a date to watch the game in the bathroom on her phone. In another, a woman slow dances with her partner, watching the TV over his shoulder.

As part of the initiative, Heineken has partnered with former Arsenal player Alex Scott as the brand’s first female soccer ambassador. In one shorter ad, an announcer is celebrating the career of an Arsenal football player who led the team to victory. Viewers are made to believe it’s Thierry Henry, who is also featured in the ad. In the end, viewers discover the announcer is talking about Scott, to whom Henry raises a bottle of Heineken.

Guinness: “Brothers Miracle/Abidemi”

“Brothers” celebrates the relationship between Miracle, and his brother, Abidemi who are united by their shared passion for football. There are some excellent agile camera moves which bring viewers from a fantasy realm where Miracle is a football commentator in a round sports arena, a type of street game, to sitting in a popular sports bar where Abidemi is telling Miracle about everything happening on the screen.

The ad tells that it is ‘sports bar’ and a Nigerian football viewing center, and these public viewing centres are an extension of stadiums in many African cities. They are now a popular destination for weekends and some midweek evenings during the European football season to bring people together and share their passion for the game. Also, in the ad, Miracle is actually blind, but football isn’t all about what you see, but what you feel. And Miracle is one enthusiastic fan.

Coca-Cola: “Believing is magic”

Coca-Cola, ahead the 2022 world cup released a tv commercial ad “Believing is magic”. The ad is intended to show how it feels to be a football fan imagining the journey to victory. It opens with a girl buying a bottle of Coca-Cola and walking out into the street where she takes a swig of the beverage.

As she looks up, a cloud of red smoke appears, a single piece of confetti flutters down into her hand and faint cheering can be heard in the distance. The street is then filled with people celebrating their team’s victory as she imagines how it would feel for her team to win the tournament. A dramatic, feel-good montage shows fireworks, music, street parties and parades spreading the magic of the World Cup.

“The Coca-Cola Fifa World Cup 2022 campaign, ‘Believing is Magic,’ celebrates and enhances authentic and simple moments of connection for football fans,” Brad Ross, vice-president of global sports and entertainment marketing at The Coca-Cola Company, said. “A global community of fans will come together to cheer, pass down rituals and join in the belief that this will be the year their team is crowned winners of the Fifa World Cup.” The film is supported by three digital 30-second spots called “Tattoo”, “Shave” and “Run”, which explore football fans’ devotion and the promises they make to their teams.

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