The word FIFA is starting to get much more attention nowadays than ever before. The 2010 World Cup finale in South Africa was said to be the most-watched television event in history, and people around the world bought into that. Since 2002, American devotion to the games have increased with each World Cup. It’s television events like this that keep employees at places like Wieden + Kennedy up nights. Their Portland office came up with this ad (at a very fitting time I must add) for a client trying to sell their product in a wounded market. They came up with this for Dodge:
America. Muscle Cars. Freedom. Those three words come to my mind when I see this ad.
It aired at halftime during the USA vs. England game. 13 million Americans watched this event. Using brand-thinking, Wieden + Kennedy left out the ‘SAVE! SAVE! SAVE!’ stuff consumers are constantly bombarded with in these ads, and addressed the viewers with something that would grab their attention. Amurica. There could be no better stage for Dodge to air this commercial. Everyone in America was looking for a way to bash on England on this day. And since the match ended in a 1-1 draw, this advertisement for the Dodge Challenger gave America a little bit of an edge that day.
Note: inspiration for the title came from the illustrious Deb Morrison. Wieden + Kennedy has many creative minds at work, coming up with awesome things. Hopefully they won’t fill up my entire blog.