ESPN Kickin’ It In South Africa

The 2010 World Cup is being held in South Africa and ESPN, with the help of Wieden + Kennedy/NY and director Lance Acord are playing up the historical impact of the event.

The backdrop for the spot is the prison on Robben Island where political prisoners, including Nelson Mandela, were kept in isolation for 30 years–and where soccer was a rare source of inspiration.
“This is the most comprehensive marketing campaign we’ve ever undertaken for a sporting event,” said ESPN Marketing Director Seth Ader. “Our goal with this spot is to educate people about the historical significance of the World Cup being played in South Africa, but we want to tell that story through the distinct prism of soccer.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.