To save you time, here is the ingredients list for every World Cup spot imaginable. Watch the spot above and then take note of the ingredients. Then go ahead and bookmark this page so that the next World Cup you can work off of this guideline.
Cast: Young, old, rich, poor, amateurs, kids, and at least one famous player. (In this case it's Andrés Iniesta) The more diverse the better. It's an international sport.
Scene: People playing football. Make it s a big montage. People playing at a national championship, people playing on an amateur dirt pitch. People training alone (always alone, especially at night, in some place like a strange warehouse.)
The creatives' plan: Hopefully you can turn a few of these moments into extended content later, because people really give so much of a shit about advertising they follow the rabbit wherever he goes.
Execution: Be sure to green screen the winning shot starring the super athlete but make it look as real as possible. For the hero shoot, have the director give his assistant runner ten cups of coffee, than ask him to shoot that scene with with an iPhone he's dropped several times.
VO: Make it big and inspiring. Something something "on the pitch or off," something something "We're all in this game of life called football," Something something "this is our game," something something "existential analogy to the ball," something something "make product metaphor for the game but also life," something something end on that metaphor.
Product: Yeah, eventually show the product. If you must show it more than once, do it three times in quick succession. Otherwise, pepper the ad with signage of the product's name.
Compared to Powerade's really inspiring extended content documentaries (that did come from scenes in this spot) like this one about NIco I'd rather watch Nico's story any day. This montage ode to Fifa is so well-worn the pitch needs to be reseeded. Show me a kid with one leg playing football and you've made your point better than any Spanish superstar on green screen ever could.
CLIENT Jonathan Mildenhall: Senior Vice President, Integrated Marketing Content & Design Excellence
Brynn Bardacke: Global Group Creative Director
Andra London: Global Communications Manager
Rachel Holbrook: Global Director, Film Production
Agency: WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath & Eric Quennoy
Creative Director: Alvaro Sotomayor & Rosie Bardales
Art Director: Mike Bond
Copywriter: Bernard Hunter
Head of Broadcast Production: Erik Verheijen
Broadcast Producer: Tony Stearns, Lars Fabery de Jonge
Planner: Ben Armistead
Group Account Director: Kirk Johnson
Account Director: Courtney Trull
Account Manager: Alex Allcott
Art Buyer: Maud Klarenbeek
Project Manager: Stacey Prudden
Business Affairs: Emilie Douque
PRODUCTION COMPANY:CAVIAR LOS ANGELES
Director: AG Rojas
Director of Photography: Frederick Backar & Michael Ragan
Producer: Geoff McLean
Executive Producer: Michael Sagol & Jasper Thomlinson
EDITING COMPANY: Whitehouse Post London
Editor: Russel Icke, Charlie Harvey
AUDIO POST: WAVE AMSTERDAM
Sound Designer/Mixer: Alex Nicolls-Lee
MUSIC: (Nico Doc)
Sanj SEN – Powerade 2014 Composition
Victor Butzelaar – Nico Piano Composition
Music Company TVC
Music Company Documentaries
Music Company Nico Docu
POST PRODUCTION: GLASSWORKS AMSTERDAM
Flame: Kyle Obley, Jesper Nybroe, Bob Rojien
3D: Tim Bolland, Simon Glas, Eva Kuehlmann
Telecine: Scott Harris
Producer: Armand Weeresinghe
PRINT PRODUCTION: Photographer
Levon Biss: Photographers agent
Seamus O’Cleary @ Bonakdar Cleary
Production Company: Widescope Productions