2010 World Cup Commercial Competition

Every four years the FIFA World Cup occurs. This, the biggest tournament, sports global competition while contributing to a measurable decrease in global productivity as billions are glued to their televisions. As these matches are beamed across oceans, over mountains, and into the deepest canyons of the world the thirst for the best commercials unfolds. So in the spirit of competition I will be evaluating the 'teams' as they compete to be the best 2010 World Cup Commercial. I will be scoring the teams in 5 categories: Star Power, International Appeal, Passion, Creativity, and Artistic Expression. Each category will be awarded a maximum of 5 points with a perfect score equaling 25 points. May the best team win.


Team: ESPN
2010 FIFA World Cup: United

Star Power (3 Stars): Limited until the end of the run; they were second rate players shown as a collective, thus dulling their luster.
International Appeal (4 stars): A wonderful collage of people and places. Missed out on five stars due to emphasizing American political issues and U.S. Flag.
Passion (5 stars): A limited emphasis on soccer failed to fully link the connection between the passion of the people and the passion of the game.
Creativity (3 stars): Little more than a politically updated version of their 2006 entrant.
Artistic Expression (5 stars): A delicate weaving of diversity with a rhythmic score and a comforting narration (Bono) truly reflect the texture of the game.
TOTAL (20 STARS)


Team: Puma
Journey of Football 2010

Star Power (3 Stars): Good use of Africa's biggest stars and brightest teams.
International Appeal (2 Stars): Entirely focused on the African market, but then again that is the only market Puma has.
Passion (5 stars): A nice job tying the dreams of youth to the passions of a Continent. Captured the African flavor.
Creativity (2 star): Nothing more than a nicely connected series of video clips.
Artistic Expression (5 stars): Excellent musical choice coupled with a vibrant series of images that make you want to kick the ball; even if the ending catch phrase is a bit weak.
TOTAL (17 STARS)


Team: Nike
Write the Future

Star Power (5 Stars): Nike capitalizes on the biggest stars in soccer, basketball, and TV. I am willing to overlook the Ronaldinho debacle as everyone expected him to make the squad (he didn't get fat).
International Appeal (4 Stars): Failure to make a nod to the Asian market cost this ad a star.
Passion (4 Stars): Capitalizing on the energy and stress of expectation bode well for this one.
Creativity (3 Stars): Nike builds upon their theme of the fanciful future of the game, but we have seen that before...here...and...here.
Artistic Expression (5 Stars): Who doesn't like the watching Ribery turn Rooney into trailer trash. Plus they reinvigorate the Portugal/Netherlands rivalry.
TOTAL (21 STARS)


Team: Pepsi
Oh Africa

Star Power (4 stars): Good use of International Stars; but did you literally have to spell it out for us?
International Appeal (2 stars):Aside from the big names that were brought in, this ad flounders.
Passion (2 stars): Using children and an eagerly bored human pitch makes the excitement feel contrived.
Creativity (1 star): A predictable ending with a painful wait to get there. Worse than sitting at a long red light.
Artistic Impression (2 stars): Poor CSG graphics cost it a star. I know South Africa is a developing nation, but they still understand fashion. This ad lost 2 stars for those hideous denim Pepsi jerseys from the 80's.
TOTAL (11 STARS)


Team: ESPN
The Power of 10 
Star Power (4 stars): A great combination of contemporary and historical figures. Truly captured their shine.
International Appeal (4 stars): Again another failure to make a nod to the AFC, minus a star.
Passion (4 stars): A good blend of trophy raising and fan celebration.
Creativity (3 stars): Same dog, new trick. Take a risk and deviate from the safe ESPN.
Artistic Impression (2 stars): The creation is too banal and ordinary to set this ad apart from the competition. It will be quickly forgotten.
TOTAL (17 STARS)


Team: MTN
Two World Wars and One World Cup

Star Power (1 star): Local companies rarely have the resources for true stars, but this little guy shines enough for a glimmer of hope.
International Appeal (2 stars): If it is assumed that the scene is South Africa, then two continents are present.
Passion (4 stars): A true English hooligan would not have covered his child's mouth. Minus a star.
Creativity (4 stars): A healthy dose of wit demonstrates even local companies can compete with the big corporations.
Artistic Impression (5 stars): National flag mohawks...need I say more.
TOTAL (16 STARS)


Team: ESPN
Passion

Star Power (2 stars): Brazilian fame plus sparklers for two.
International Appeal (3 stars): Two continents and a nod to the masses.
Passion (5 stars): It is the name of the spot, and not to mention what isn't more passionate than sex and footie.
Creativity (4 stars): The same ESPN story style, but with a fun ending.
Artistic Impression (3 stars): A short spot with an even shorter climax.
TOTAL (17 STARS)