Thu 20 Apr 06
Marketing the World Cup
Andrew Potter, co-author of “The Rebel Sell: Why the Culture Can’t be Jammed” offers his appraisal of the competing Nike and Adidas ad campaigns.
I concur that the Nike series has proven more appealing, although it took me some time to warm to it. The first ads were overly Brazil-focused and it didn’t help that Eric Cantona looked so unrecognizably world-weary. But the Ronaldinho and Rooney spots are bits of real genius in exciting the desire to play with all of one’s heart. And their move to create an online footie community with Google is savvy Net marketing.
For England fans, though, your destination has be to be Umbro’s OneLove online campaign.
Paul Canniff
