This commercial comes from cellular communications company Orange in support of the Africa Cup of Nations 2013.
Of late, Orange has been releasing some pretty inspiring commercials. Last week, Trend Hunter featured its commercial for its youth-focused discount data plan that featured a flash mob of young people throwing different-colored powder in the air. This time, it chronicles a father and son’s journey from their small village to a soccer came at the Africa Cup of Nations 2013.
The commercial begins with a boy and his father saying goodbye to their mother and wife as they embark on their journey. The two of them go through many trials and tribulations in order to reach their destination in time to support their team. The final message of the ad is, "We know what it takes to be a supporter."
Die-Hard Soccer Pilgrimages
Orange Presents This Ad in Support of the Africa Cup of Nations 2012
Trend Themes
1. Youth-focused Advertising - There is a trend towards creating inspiring commercials that target the youth audience by featuring engaging and visually appealing content.
2. Emotionally-driven Marketing - Brands are embracing emotional storytelling in their commercials to resonate with viewers on a deeper level and create a stronger connection.
3. Brand Advocacy - Commercials like this one highlight the dedication and passion of sports fans, tapping into the trend of leveraging brand advocates to promote products or services.
Industry Implications
1. Telecommunications - The telecommunications industry can explore creating commercials that target the youth audience and leverage emotionally-driven storytelling to connect with customers.
2. Sports Marketing - Sports marketing companies can tap into the trend of brand advocacy and create campaigns that capture the passion and dedication of fans, strengthening brand loyalty.
3. Travel and Tourism - The travel and tourism industry can promote soccer pilgrimages as a unique and emotionally rewarding travel experience, attracting sports enthusiasts from around the world.