Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, has revealed the next components of its fully integrated, global content series as part of the brand's Rise As One FIFA World Cup campaign, beginning with the digital debut of their first 2014 FIFA World Cup Brazil television advertisement entitled, Believe As One.
"Football is unique in its ability to unite fans all over the globe and its unifying power is never more evident than when the world comes together during the FIFA World Cup," said Andrew Sneyd, Global Vice President, Budweiser. "Through the Rise As One campaign and our new spot Believe As One, Budweiser showcases the passion and building anticipation shared by fans and players the world over."
Believe As One is the first of two new FIFA World Cup advertisements by Budweiser. Centred around the Rise As One thematic which honours the moments that unite football fans worldwide, it aims to capture the spirit of anticipation now building around the world as fans and players eagerly look ahead to the FIFA World Cup tournament, and will air in markets globally as excitement for the tournament continues to grow.
Personally I was a little disappointed by the ad. I feel it delivers the same overly-dramatic formula flogged by marketers for years who have looked to leverage the emotions that sports fans invest in their respective teams. I have no issue with Buweiser aligning with the World Cup, but this ad is missing the clever, witty levity that has made Bud ads famous over the years. It's beautifully shot but conceptually lazy.
Check it out below and make your own mind up.
By Grant McDonald