Like football or not there is no denying that the FIFA World Cup is one of the biggest and most highly anticipated events in the world, commanding a gigantic global audience (4 billion for the last World Cup) of both apathetic and passionate fans across a multitude of platforms and rarely are they single screening. From TV to TikTok it will be hard to escape once the opening ceremony takes place. That first amazing goal, the first red card, the first absolute howler by the ref. A non-stop festive festival of football until the winner lifts that famous trophy aloft, and probably beyond.
Beyond watching it, it infiltrates politics, dominates the news, takes over our social platforms. It dictates the workplace and pub conversations around the world from Argentina to Wales (that range would have felt more complete if Zambia made the cut!). That’s fabulous for those who love it but polarising for those who don’t, however, their complete opposition to it influences their activity and conversations regardless – the escapism they seek is fuelled by the very same fixture list that motivates the hardcore fans to come together.
When we think of World Cups, usually we think of sitting in a beer garden, or maybe even your own garden watching the game. This year is different. Not just for the spectator but for the advertiser too. It’s a Winter World Cup. A Christmas World Cup.
It will be kicking off during prime-time Christmas ad season on November 20th and the final lands on December 18th invading the Christmas parties. Incredibly odd no doubt but it doesn’t take a great leap to rationalise that both events are all about bringing people together and for me the big winners in advertising are those that do just that.
I can’t help but feel that Coca Cola is fuelling up for something fantastically festive with their Believing is Magic campaign which has already started. They haven’t currently touched Christmas but with the similarity to last years’ Christmas is Magic campaign I’m hopeful for a World Cup Christmas crossover. You may have already seen Fox Sports, The Most Wonderful Time of the Year ad, featuring none other than Ad Land fantasy man, John Ham.
Further than just the creative, it’s important for brands to recognise that people’s behaviour this year will be different to years gone by and therefore the way in which and amount of media they consume will also differ. At home people might be swapping out the festive films for international football, in the bars and pubs people may be more focused on the TV than Christmas catch ups, and, in the shops, shoppers will likely be focused on more than just traditional seasonal snacks. It’s an opportunity for businesses where its natural and authentic to their brand to maximise two bumper opportunities.
It’s an open goal for advertisers, all those eyes and all those ears already tuned to 1 unifying (whether you like it or not) conversation, that if you are not a part of will be passing (sorry!) up an opportunity of the quadrennial!
If I don’t see an ad with Santa scoring an unbelievable overhead kick or an impromptu game of football played by Santa’s elves in the North Pole before I sit down for my Christmas Dinner – I have to say I’ll be disappointed.
