With 100 days to go until the start of World Cup 2014, ESPN has debuted a new ad called “True Beauty,” which celebrates the World Cup returning to Brazil.
The 30-second spot, “developed by ESPN’s award-winning marketing team,” features voiceover (in Portuguese) from Brazilian musician Seu Jorge, extolling the beauty of Brazil and their five-time World Cup champion soccer team which is the pride of the nation. “True Beauty” is soundtracked by tropicalia band Os Mutantes’ song “Bat Macumba” from their classic debut album. The spot is perfectly edited to fit the pace of the song and celebrate different aspects of the World Cup’s host nation. ESPN will also be celebrating with special programming over three days, including “extensive digital content on ESPNFC.com, coverage of seven FIFA matches and more…”
As you may recall, ESPN’s World Cup campaign kicked off during half time of their Rose Bowl coverage on New Year’s Day. We’ve included it after the jump in case you need a refresher. Expect to see more from ESPN promoting the World Cup leading up to kickoff on June 12th.