FIFA, American Style

To say the rest of the world loves soccer is an understatement. Americans, not so much. Nothing new there. Video game soccer, however, is a slightly different story, as the success of EA Sports FIFA series will attest. (Insert your own joke about Americans preferring artificial things to real ones here.)

But hey, if you can’t beat ’em join ’em. And that’s exactly the thinking behind this new campaign from HEAT/San Francisco that sells the new FIFA 12 not by tapping into a love of soccer, but a love for (wait for it)…playing soccer video games. In other words, using the fun of the video game to sell the video game. True, that sounds like Advertising 101. (Or a bad toy commercial during Saturday morning cartoons.) But juxtaposed against campaigns that seek to create some sort of faux-serious, cinematic backstory around a game, it’s actually kind of a departure.

Enlisting the help of Steve Nash, Tim Lincecum and Hope Solo adds some fun and fame to the mix. (Insert your own joke about Americans being obsessed with celebrities here.)



About Wade Sturdivant

Currently jumping on the creatives-go-client-side bandwagon as Director of Creative Copy for MGMRI in Las Vegas. Wade’s years of ad agency experience include award-generating stints at DDB, Publicis, The Richards Group and most recently Leo Burnett in Tokyo, Japan. Along the way, he’s shot commercials on four continents, worked with heads of state and U.S. Army four-star generals and met Carrot Top in-person. When he’s not busy thinking up big ideas, you’ll find him at home playing guitar, building guitars and scouring the internet for (duh) more guitars.