The World Cup Is All Anyone Wants to Talk About in ESPN's New Ad | Adweek The World Cup Is All Anyone Wants to Talk About in ESPN's New Ad | Adweek
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The World Cup Is All Anyone Wants to Talk About in ESPN's New Ad W+K starts the conversation

If World Cup fever is getting to you, well, you're not alone.

This new 30-second spot from Wieden + Kennedy in New York, shot mostly in New York, shows American soccer fans talking obsessively about their team—and not just the American team, but their national teams of their ancestral homelands. The tagline is: "Every 4 years the conversation starts again."

The ad uses real U.S.-based soccer fans, including a German butcher, an Italian barber and a cabbie from the Ivory Coast. These guys are passionate.

I don't want to spoil anything, but I'd be remiss if I didn't point out the pessimistic Englishman, who feels like a punch line (of course this guy's a downer) as he mentions penalty kicks toward the end of the spot.

ESPN has also unveiled the first posters from what will be a series of 32—one for each team—designed by Brazilian artist and graphic designer Cristiano Siqueira. Check those out below, too, and get excited for the tournament, which runs from June 12 to July 13.



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