These Inspirational World Cup Ads Share an Amputee Soccer Player’s Story
Rahul Kalvapalle — May 6, 2014 — Lifestyle
References: coca-colacompany & bostinno.streetwise.co
With the World Cup on the horizon, big brands are falling over each other to come up with the most epic and inspirational World Cup ads. These campaigns generally use the services of superstar players like Cristiano Ronaldo, Lionel Messi and Neymar to get fans excited for the showpiece event of the world’s most popular sport.
This pair of Powerade ads however take a different route. The first ad shows the life story of Nico Calabria, a 19-year old amputee and soccer player. The ad, consisting almost entirely of home video taken by Calabria’s family, shows an active child who doesn’t let his disability get in the way of playing a wide variety of sports. The ad’s climax shows a high-school-aged Calabria striking a perfect free kick beyond the grasp of a diving goalkeeper.
A second, briefer ad intersperses footage of Calabria with that of Spain’s 2010 World Cup hero Andres Iniesta talking about individuality and purpose.
These inspirational World Cup ads remind us that soccer is about more than its global superstars, and that it belongs to everyone who has a passion for the game regardless of their abilities or the challenges they face.
This pair of Powerade ads however take a different route. The first ad shows the life story of Nico Calabria, a 19-year old amputee and soccer player. The ad, consisting almost entirely of home video taken by Calabria’s family, shows an active child who doesn’t let his disability get in the way of playing a wide variety of sports. The ad’s climax shows a high-school-aged Calabria striking a perfect free kick beyond the grasp of a diving goalkeeper.
A second, briefer ad intersperses footage of Calabria with that of Spain’s 2010 World Cup hero Andres Iniesta talking about individuality and purpose.
These inspirational World Cup ads remind us that soccer is about more than its global superstars, and that it belongs to everyone who has a passion for the game regardless of their abilities or the challenges they face.
Trend Themes
1. Inclusive Advertising - Opportunity for brands to create inspirational ads that showcase the stories of individuals with disabilities and promote inclusivity in sports and beyond.
2. Personalization in Marketing - The use of personal stories and experiences to connect with consumers on a deeper level and build a sense of empathy and relatability.
3. Sports Diversity and Representation - Highlighting diverse athletes and promoting equal opportunities in sports can drive social change and challenge traditional notions of athleticism.
Industry Implications
1. Sports Apparel - Brands can design and market inclusive sportswear that caters to athletes with diverse abilities and disabilities.
2. Digital Advertising - Companies specializing in digital ads can offer creative and strategic solutions to help brands effectively tell personal and inspiring stories in their campaigns.
3. Sports Events and Sponsorship - Organizers and sponsors of sports events can prioritize inclusivity by featuring athletes with disabilities and promoting their stories to a wider audience.
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