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Yahoo! enlists tiny soccer players to promote its sponsorship of the 2002 FIFA World Cup games in a new global campaign from Euro RSCG. The multimedia effort is backed by an estimated $40 million in spending.
In the spot, the pint-sized players form a pickup game late at night in someone’s kitchen. A woman is awakened by the sound of a soccer ball knocking over a milk bottle. She turns on the light, sending the players scurrying into a com puter screen set on the Yahoo! site.
“The spot is meant to convey the immediacy and accessibility of getting information from the Yahoo! [World Cup] site,” said Michelle Verloop, global brand director for Yahoo! at Euro RSCG.
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