The 2014 World Cup may not start for 183 days, but Visa is jumping on the publicity wagon extra early with “One Worldwide,” a singing welcome for all 32 teams playing in Brazil. Sources tell us Atmosphere Proximity is on the creative of the campaign. All of the singing comes courtesy of the Children’s Choir of Petropolis.
The three-and-a-half-minute video drags a little long since it fits in lyrics for every nation. Kids are cute, it’s hard to argue against that, and kids in face paint puffing out their chests in support of their respective teams can be fun, but the music choice gives off a haunting, strange tone at times. Let’s just say this is a far cry from Lionel Messi’s Samsung spot that used little kids singing the Lorde single “Royals.” That felt flashy and happy with some high-production value. Made the viewer feel excited about soccer. The Visa spot doesn’t do any of those things. At least there’s still time to rethink things for the next 182 days.