With exactly 100 days until the start of the 2014 FIFA World Cup, ESPN has debuted an ad that celebrates one of the world’s greatest sporting events returning to Brazil. The ad is currently airing on ESPN, the exclusive U.S. English-language rights holder for the June 12-July 13 event.
Developed and produced by ESPN’s marketing team, the 30-second ad focuses on the tournament’s rich history with Brazilian culture. As soccer fans can attest, the nation’s five World Cup titles are a special point of pride for Brazilians.
“Our goal is to showcase the elements that make Brazil beautiful; the art, the nature, the culture — but through a soccer lens,” said Seth Ader, senior director of sports marketing at ESPN, who is spearheading the campaign.
One of the most unique aspects of the campaign is the fact that it is narrated in Brazilian Portuguese, with English subtitles, by internationally renowned Brazilian musician Seu Jorge. A native of the favelas of Rio de Janeiro, Seu Jorge is widely known for his roles in the films City of God and Life Aquatic with Steve Zissou as well as for his Brazilian covers of David Bowie hits.
“I’m honored that ESPN invited me to be the voice of this campaign,” he said. “Soccer has always been a part of our culture. Whether you’re a sports fan or not, if you’re Brazilian, you’ll follow and cheer for the national team in the World Cup, no matter where you are.”
In addition to the Brazilian Portuguese voice-over, the spot incorporates some authentic Brazilian sounds to the background music with Bat Macumba by the band Os Mutantes.
“I hope this ad drives people from all over the world to visit Brazil or to at least follow the games on ESPN and get to know our culture better,” Seu Jorge said.