Jumping on the World Cup Bandwagon | Whitespace blog

Can it really add that much value?

Karen Woodhead
01 Jul 10, 16:11 PM

Following a less than inspirational appearance from England at the World Cup, the boys have returned home, probably a little ashamed and ready for a rest. But, what does this mean for us…? Finally, we can enjoy football free ads - “Back of the net!” (sorry…)

Over the past 8 weeks, it has been impossible to escape world cup centric ads across every possible media! I completely understand sport brands getting fully behind the campaign, and appreciate the amount of money that a brand can make during the World Cup – but I just become a little jaded when the likes of your local solicitor or national tyre fitting company release their new football crazy ads prior to the world cup – I thought companies were fighting for ‘that competitive edge’ and ‘becoming memorable’. Surely, just because you’re backing the team, or have a crowd chanting in the background on a radio ad you’re not expecting customers to come flocking? Or are you?

I appreciate brands can’t be seen as not patriotic, but I just question how much business these corny ads can bring. On the other hand, brands that can legitimately ‘back the boys’ have delivered once again! They have been forced to think outside the box, create stand out, create ads that are anticipated and watched by millions online. Nike cease to amaze me with their creativity and great theatrics, all accompanied with catchier and catchier music – this time round delivered in bundles by the Dutch band ‘Focus’. Or do I have bad taste, have I completely been drawn in by huge budgets and flashy lights?

Yes, brands CAN back the English football team (even the slightly less legitimate ones), yes they CAN be patriotic but I ask you - please put on your creative hats, create stand out in other ways – don’t just stick the St. Georges flag on your ad!

But if you’re already missing the host of cringe worthy ads, don’t worry, the Olympic Games is only 757 days away!