A FIFA World Cup with a twist.  How brands are getting on board.

It’s that time of year again when mistletoe-strung and turkey-stuffed ads fill our living rooms, whilst marketers target product promotion subtly packaged in marketing-coloured wrapping paper.  And then, there are the FIFA 2022 World Cup ads.  Whilst marketers have suddenly found themselves handling two massive campaigns simultaneously this holiday season, it has given us some interesting marketing content to analyse.  Throw in a purposely timed Netflix special surrounding the scandal at FIFA in 2017 with references to the football giant’s disputed money-making ways, including the use of marketing contracts, and we’ve got ourselves one hell of a Christmas treat. 

2022 FIFA WORLD CUP ADS

There have been two distinct approaches to the World Cup ads this year. Here’s what’s caught our eye:

Qatari Bank QNB Group’s FIFA 2022 ad is noticeable in a highly condensed yet unique football or soccer ad season, depending on which term you used depending on where you’re from.  It targets the usual themes of dreams and inspiration that come around every four years with its key slogan ‘Dream Bigger’, but it does so through its use of current cultural movements in the form of viral social media content, starting TikTok star Khaby Lame. 

And whilst the ad also features Neymar Jr, let’s be honest,  the novelty here isn’t the featuring of a key FIFA World Cup player.  In fact, Neymar Jr also features in FIFA 2022-related ads by Puma and Budweiser.  Lame brings to the ad a unique relevance by calling on the audience’s, and a younger generation’s, knowledge of current trends – that aren’t just related to soccer.  This alone has the ability to position this ad in 2022 and within this generation’s social (media) norms.

You can watch the ad here.

FIFA World Cup: Anti-Advert?

And whilst QNB has been named the Official Middle East and Africa Supporter and Official Qatari Bank of the 2022 FIFA World Cup, there is one brand that has taken a very different approach to its relationship with the FIFA World Cup.  By now, you might have seen one of BrewDog’s social media posts positioning itself as the ‘Anti-Sponsor’ of FIFA and the FIFA World Cup.  And whilst the campaign has been met with a tonne of adverse reactions and accusations of hypocrisy, the ads are undoubtedly accumulating attention without endorsing a single soccer player. 

For those who missed it, BrewDog slams Qatar for, amongst other things, its views on homosexuality and poor working conditions. It also targets FIFA itself for its corruption through posters that fashion graffiti art on what would otherwise seem to be an official sponsor design.  Met with backlash as to why they will air the games in their bars or sell their beer in Qatar, BrewDog announced that the brand will donate any profit made from their lager during the 2022 World Cup games to charities focused on combatting human rights abuse.

You can view BrewDog’s Campaign here.