June 20, 2018

Technicolor Teams With Major Brands on Their World Cup Advertising Campaigns

With billions of soccer fans tuning in, the 2018 FIFA World Cup is rivaling the Super Bowl in terms of creative, high profile ad campaigns.

  • MPC collaborations included a fast-paced, five-star rated spot promoting the World Cup, and a full CG spot for sponsor Budweiser.
  • The Mill worked on ads for top brands such as Adidas, Bud Light, Estrella Jalisco, and Visa.

As the world’s best soccer players and teams gather in Russia for the 2018 FIFA World Cup, all eyes will be on the advertising aimed at billions of soccer fans tuning in from around the globe. As with the Super Bowl and other high profile advertising campaigns, Technicolor teamed up to deliver some of the most creative and iconic spots from top brands that will run during the World Cup.

Here’s the line-up on some ads to look out for.

  • Portuguese Football Federation: Conquer Your Dream– From initial concept to final delivery, Mill+ and Director Carl Addy played an integral part to communicate the inspiring message of this ambitious piece – the first ever Portuguese Football Federation World Cup campaign, featuring the nation’s hero, Ronaldo. The film encapsulates the passion and determination of the Portuguese players in the context of their local heritage, interpreting traditional Portuguese phrases through a mixture of beautifully shot live action elements alongside original and bold illustrations.
  • FIFA World Cup:Forget – this fast-paced World Cup spot from ITV Creative was graded by Technicolor MPC’s Richard Fearon. The colorist was charged with seamlessly grading a diverse mix of edits for the ad, which received a five-star rating in The Drum. The provocative 60 second promo was directed by ITV Creative’s Hauke Hilberg and described by Executive Creative Director Tony Pipec: “No one can hang on to a moment more than a football fan, so here they all are, flashes of memories, dreams and nightmares brought to life by Hauke's unique visions.”
  • Budweiser:Light Up the FIFA World Cup’ – MPC partnered with Anomaly on a fully CG spot for Budweiser, part of their global campaign to showcase their FIFA World Cup sponsorship. The MPC team created and directed the fully CG stadium, filled with an energetic crowd and a mesmerizing light show, as Budweiser debuted a new branded product – their noise-activated red light cup.
  • Adidas: ‘The Answer’ – Technicolor’s The Mill worked closely with 72andSunny and director Manu Cossu out of Iconoclast to bring this epic spot for Adidas to life. It features a staggering 56 creative artists, sports figures, and cultural icons, including David Beckham, Leo Messi, Gabriel Jesus, Caroline Wozniacki, Karlie Kloss, and Pharrell Williams.
  • Bud Light: ‘World Cup Is Coming’ – The latest “Dilly Dilly” spot from Bud Light and Wieden + Kennedy introduces Oracle Susanna to the brand’s on-going medieval-themed campaign. Directed by Speck & Gordon of Furlined, the spot also introduces soccer fans to Dilly Dilly, the invented catchphrase used as a toast by the King. The Mill's VFX team worked on the creation of CGI elements for the spot, including Oracle Susanna's hut lair, while matte painters collaborated on the stark landscape of Susanna's world.
  • Estrella Jalisco: ‘The Toast’(Director's Cut) – this ad for the official beer of the Mexican national team mirrors the Estrella Jalisco brand ethos while capturing the vivacious energy of Mexico City soccer fans. Working closely with the David Agency on the ad were Mill+ Director Nic Yiallouris and Director of Photography Dan Frantz.
  • Visa: ‘Zlatan’ – The Mill worked closely with AMV BBDO and Traktor out of Rattling Stick on a series of five spots for Visa starring Swedish footballer Zlatan Ibrahimovic. In these comical spots, Ibrahimovic is on a quest to be part of the 2018 World Cup despite being retired from playing for his country. “We enhanced Zlatan's amazing deadpan comedy performance with a touch of magic, making his card trickery seem effortless,” explained The Mill 2D Artist Brad Wood. “We also brought a World Cup feeling to our stadium locations with massive crowds and CG stadium extensions.”

Visit the FIFA site for info on all the 2018 World Cup matches, and check back here for updates on the equally exciting ads soccer fans will be talking about.

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