This ESPN World Cup campaign, created by the Wieden+Kennedy ad agency, features passionate soccer fans in New York City sharing their pre-World Cup predictions. A number of colorful characters including an Italian barber, Ivorian cab driver and German butcher unveil the logic behind their World Cup hopes and predictions. The ad switches between fans of different ages and national loyalties confidently giving their predictions.
The final scene in the ad shows an English man in an elevator muttering "if it goes to penalties, we are doomed," alluding to England's long-standing tradition of being knocked out of tournaments on penalty kicks.
This fun ESPN World Cup ad campaign campaign does a great job showcasing soccer's unrivaled popularity among people of all ages and ethnic backgrounds, and capturing soccer fans' passion, excitement and opinionated views on everything World Cup-related. Every sports fan worth his or her salt believes that they're an expert, and this ad does a great job highlighting that mentality.