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World Cup 2014: Video Marketing Takes Centre Stage for Football Campaigns

Friday 6 June 2014

8 minute read

By Sarah Burns

Is anyone else starting to get a little tired of Joe Hart running his hand through his newly washed Head and Shoulders hair?

Of course, this advertising campaign started before the World Cup momentum had reached fever pitch, but it is one of many advertising campaigns that now feature goalkeeper, Joe.

Which is why we're running through some of the best World Cup-related video marketing strategies this year. 

The idea behind a lot of the English team's campaigns - and from the brands featuring England - is the official FA #StandingTogether hashtag, which is supporting the England team's World Cup campaign. 

Joe Hart with Head & Shoulders, Gillette

As we've already said, Joe has been in Head & Shoulders campaigns in the run-up to the World Cup, but he's also been seen in Gillette advertisements and the Vauxhall #StandingTogether one.


Vauxhall's patriotic #StandTogether commercial has recently appeared on TV, showing the nation and England's players coming together (as well as a brief appearance of a Vauxhall warehouse). It does a good job in promoting the inevitable patriotism and solidarity that we muster so easily every World Cup.

Grant's Whiskey

Grant's Whiskey have done a great job of collaborating with some football greats to form a short film on their YouTube channel. Not really an advert at four minutes apiece, but a great watch for any footballing fan, we like that we can actually take something from this creation. Ultimately, the video is to advertise their new whiskey, Signature, which you can win bottles of each week during the World Cup competition. 


With a backing track from Kanye West and appearances from global footballing superstars - Dani Alves, Bastian Schweinsteiger, Luis Suárez, Xavi, Jordi Alba, Mesut Özil, Robin van Persie and David Villa - Adidas has well and truly "gone to town" in creating their 'all or nothing' campaign for this year's World Cup. The intense advert shows their journey where they risk having "all or nothing", as dreams and nightmares risk becoming reality throughout the tournament. 

Shakira's unofficial Brazil 2014 single (and video)

With Pitbull and Jennifer Lopez taking the title of official World Cup song for host nation, Brazil, with We Are One (Ole Ola), there is a row brewing in favour of this attempt from Shakira.

Shakira's catchy, South American tune, La La La, is winning the popularity stakes and Brazilians remain baffled as to why Pitbull and J Lo were picked. Neither are Brazilian - as well as the fact that the single is being sung in English and Spanish - save a little Portuguese at the end for featured Brazilian singer, Claudia Leitte. 

Shakira's video, on the other hand, co-stars Shakira's partner, Barcelona defender Gerard Pique and several of his footballing friends, including Lionel Messi, in the colurful music video. Her previous World Cup anthem from 2010, Waka Waka, has also regained support from Brazillian fans. La La La also promotes the partnership between Shakira and Activia to support the World Food Programme and its School Meals initiative.

If you want to compare Shakira and Pitbull / J Lo's attempts and decide for yourself, here is the official video for the official Brazil soundtrack, We Are One (Ole Ola)


One thing is for sure - when that first whistle blows on June, 12, we'll have seen more than enough of the biggest stars to grace Brazilian football pitches this summer - that is, until England v Italy on Saturday, 14 June... Come on England!!

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