Two brands, two stories - one global sporting event

I love sports. But not for the reasons you might think.

Sure, I'm a Type A personality, complete with extraverted tendencies and a slight competitive streak. (I'm Canadian, so I'm sorry, but it's a polite competitive streak)

I really love sports because of the stories that exist beyond the competition. Stories of the triumph of the underdog, the ageing champion (Thinking of Roy Kent, but feeling a little seen), and of course the sacrifices that are made to become the very best at what you do.

There’s another reason I love sports. And that's the ads.

On the eve of the World Cup final (it's France v. Argentina on Sunday if you don't know - I'm sure yellow will be everyone's favourite colour), I’ve chosen two video adverts that are completely different, but share this: they are great examples of how a brand can leverage a moment, communicate its message, and connect with its audience(s).

The first is an ad I saw almost a month ago, and I can't stop thinking about it. UK's Women's Aid subverts the country's cheers to 'Bring it [the World Cup] home!' with this gem, 'He's coming Home.'

It's moving, and worth the 1-minute of your time.

In their YouTube channel notes, Women's Aid states a darker connection to the beautiful game, and call to action:

Domestic abuse can become more frequent or severe during big football tournaments, including the FIFA World Cup. For many women, it is a time of fear, where existing domestic violence can increase. While football does not cause domestic abuse, existing abuse can intensify around key tournaments. If you need support, Women's Aid is here for you.

I love what Women’s Aid has done here in its commercial. The video's simplicity makes us stop and think about what might be going on in our street, or in a neighbours' homes.

The storytelling elements (setting, mood, music) are such a juxtaposition against the bright cheer we're used to seeing around the World Cup. Here, it's simplicity that wins the day - the video is one consistent shot that moves along a street that could be any neighbourhood, anywhere. There's a sinking feeling in your gut as the excitement dies and the camera holds the frame of the one doomed home. And then the chilling moment as you hear the key the door's lock.

The result: an effective way to take us, the audience, there. Women's Aid has conveyed what is a reality for too many.

There's a second video I can't stop thinking about - and the massive budget it must have taken to make it happen.

It's the Peyton Manning v. David Beckham 'Is it football or is it soccer?' debate. This commercial, complete with a cameo by Mia Hamm, must have been a doozy on the Frito-Lay budget. If you haven't seen it yet, check it out:

(Personally I thought the throw to the tired trope of angry soccer moms was a bit much at the end, but I guess for some it works.)

There is a lovely playfulness in this video, and as Beckham points out - the World Cup audience is a lot larger than the Super Bowl, which consumes a lot of big brands' budgets. It would be a miss for Frito-Lay to not be a part of massive viewership.

The tone is of course polar opposite to Women's Aid, and the quick edits build on the playfulness of the two champions' debate. The clear call to action is simply stated: "whatever you call it, you're going to need chips."

I think a lot about the brands behind these ads and the decisions they’ve made in their marketing strategies and budgets. Did they spend more on World Cup, which has a massive global audience, and happens only every four years? Did this eat into (excuse the pun) the Super Bowl budget? Part of me wonders if we’ll see a more modest Super Bowl commercial run.

Really, who are we kidding? It’s the Super Bowl. It will be over the top as it always is. In a little over the month we can see more great ads, and more great storytelling.

And those bloody Clydesdales will bring me to tears, again. Thanks for the annual sob fest, Budweiser. You've got my number.

To note: Yah, it's been awhile. Let's just say it was a busy/awesome Q3 and Q4. I'll write more in 2023, I miss it. I hope you have a fantastic holiday season.