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Telemundo Launches First World Cup Campaign With Spot From Anomaly

The best football players in the world do not meet for another World Cup until next year, but the "hype is already beginning," according to I-Hsien Sherwood of CAMPAIGN LIVE. Telemundo, which will carry the Spanish-language broadcast of the game for the first time in '18, unveiled the tagline for its new World Cup campaign on Sunday night during the Premier League's final round of matches: "Esto es solo el comienzo" (This is only the beginning). The 60-second spot from Anomaly N.Y. promoted Telemundo's broadcast of next month's Confederations Cup, a "pre-cursor tournament that serves as a dry run for the World Cup." As a choir sings Metallica's "Nothing Else Matters," athletes, fans and stadium workers "solemnly prepare for the games." A final title card in Spanish reads, "Official channel of the FIFA World Cup" next to the Telemundo and 2018 World Cup logos. Anomaly Managing Dir Giovanni Villamar said that it was important that the spot feel "epic, that it feels game changing, and more importantly that it feels different and new for this market." The Telemundo campaign will "likely become the most visible part" of Anomaly’s "Last Silo" mission. At the beginning of '16, the agency pledged to "remove the walls that separate Hispanic marketing from general market campaigns." Villamar said, "The Telemundo work feels very different than what we're accustomed to seeing from a Hispanic sports marketing campaign" (CAMPAIGN LIVE, 5/22).

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