Creativity

Messi, Beckham and Deadpool prepare for the chaos of the World Cup

Wieden & Kennedy New York's fun-filled ads for Fox Sports want to make sure everyone is hyped for the game

By I-Hsien Sherwood. Published on May 15, 2018

Editor's Pick

Baseball has its World Series, and the winners of the Super Bowl call themselves "world champions." But for truly global reach, for sheer numbers of fans, it doesn't get any bigger than the World Cup. The last time the tournament was held, in 2014, more than 3 billion people tuned in to watch--and we're just 30 days out from this year's games.

To get Americans hyped for a sport most U.S. fans don't watch, Fox Sports and Wieden & Kennedy New York have begun a blistering media onslaught, centered on a 90-second, star-studded spot that plays up the amazing things to come.

Argentinian player Lionel Messi becomes an anime "god" with blue hair, Manchester United teammates Marcus Rashford and Anthony Martial become rivals as avatars in the EA Sports FIFA '18 video game and NBA player Joel Embiid shows that even fans of other sports love the World Cup.

In yet another random appearance in the leadup to "Deadpool 2," Ryan Reynolds chides David Beckham, and boxing legend Evander Holyfield takes a dig at Uruguayan player Luis Suarez (who's been accused of biting on the field). Alex Morgan of the U.S. Women's National Team also makes an appearance in the gym (the women's tournament is next year).

Other spots touch on Mexico's "curse," the Messi/Ronaldo rivalry and Ronaldo's goals. The anthem spot debuted today on Fox stations--including FOX, FS1, FX and National Geographic, and it will run during the NBA Western Conference Finals on May 16. Matt Aselton directed via Arts & Sciences.

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Credits

Date
May 15, 2018
Client:
Fox Sports
Agency:
W+K New York
Executive Creative Director:
Karl Lieberman
Creative Director:
Gary Van Dzura
Creative Director:
Eric Helin
Creative Director:
Laddie Peterson
Copywriter:
Matt Herman
Art Director:
Mina Mikhael
Head of Integrated Production:
Nick Setounski
Producer:
Dom Tunon
Associate Producer:
Kiara Hidalgo
Account Director:
Mike Welch
Management Supervisor:
Matt Angrisani
Account Executive:
Bri Akakpo
Project Manager:
Yann Samuels
Director of Business Affairs:
Patrick O'Donoghue
Business Affairs:
Lindsey Timko
Traffic:
Sonia Bisono
Production Company:
Arts & Sciences
Director:
Matt Aselton
Executive Producer:
Mal Ward
Line Producer:
Zoe Odlum
Director of Photography:
Mihai Malaimare Jr.
Editorial Company:
Rock Paper Scissors
Editor:
Biff Butler
Editor:
Dan de Winter
Post Producer:
Lisa Barnable
Post Producer:
Julianne Cort
Post Producer:
Lauren Pullano
Executive Producer:
Eve Kornblum
Editorial Assistant:
Joseph Tuzzolino
Editorial Assistant:
Alyssa Oh
Visual Effects Company:
Framestore
Visual Effects Supervisor:
Matt Pascuzzi
Visual Effects Producer:
Lily Tilton
Production Coordinator:
PJ Stegall
CG:
Oscar Tan
CG:
Minji Sohn
CG:
Jim Hundertmark
CG:
Will Frazier
CG:
Mohamed Echkouna
CG:
Phil Robinson
Matte Painter:
Callum Mckeveny
Compositor:
Greg Cutler
Compositor:
Martin Lazaro
Compositor:
Raul Ortego
Compositor:
Steve Drew
Compositor:
Karch Coon
Compositor:
Chris Beers
Compositor:
Dan Giraldo
Compositor:
Greg Gaskins
Compositor:
Liz Yang
Compositor:
Zavier Mojica
Compositor:
Elaina Brillantes
Compositor:
Scarlett Thiele
Compositor:
Sydney Inman
Data Management:
Jacob Sadowsky
Telecine Company:
Company 3
Colorist:
Tom Poole
Producer:
Alexandra Lubrano
Mix Company:
Sound Lounge
Mixer:
Rob Sayers
Executive Producer:
Liana Rosenberg
Sound Design Company:
Ballad
Sound Designer:
Adrian Aurelius
Producer:
Gregers Maersk Moeller
Animation & Motion Graphics:
Neon
Animation & Motion Graphics:
Brian Hwang
Animation & Motion Graphics:
Dustin Bailey
Music Artist:
Jack White
Track:
"Over and Over and Over"
Label:
Sony Records

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