Bud Light is breaking two new ads in its ongoing "Dilly Dilly" effort over Memorial Day Weekend, one of which is a FIFA World Cup-themed spot. The "World Cup is Coming" creative introduces Oracle Susana, a new character from the fictional "realm" Bud Light has created as part of its campaign. In the first-ever bilingual "Dilly Dilly" spot, the King travels to meet the Oracle, who offers a prediction about the upcoming World Cup: "Every four years, the world loses its mind" (THE DAILY). AD AGE's E.J. Schultz noted both spots are from Wieden + Kennedy, N.Y. A-B InBev is an official World Cup sponsor, "allowing it to tag the Bud Light ad with the phrase, 'The FIFA World Cup Is Here.'" The brewer "opted out of running Budweiser's World Cup TV ads" in the U.S., "despite the fact that the effort by Anomaly is described as the largest campaign" in A-B history. The Bud Light ad will "make an appeal to Hispanics, whose World Cup viewing will likely remain strong, considering the big role the sport plays in Hispanic culture and the fact that the Mexican team qualified for the Cup" (ADAGE.com, 5/24).
YOUTH MOVEMENT: ADWEEK's Jason Lynch noted FIFA itself is "rolling out several new spots that play up the excitement that younger soccer fans have for the upcoming tournament." Mandalay Sports Media "created five promos" for the World Cup, which "launch later this week and will air through June on Fox Sports, FS1, Telemundo and FIFA’s international broadcast partners." Mandalay Exec VP & Exec Producer Jon Weinbach said, "This was a dream assignment." Mandalay worked to "identify character archetypes, like 'hero,' 'warrior' and 'rebel,' and combine archival FIFA scenes with 'kinetic, hand-held footage' of youth soccer prospects." This was Mandalay’s "first time working with FIFA on a promo campaign." FIFA greenlit the campaign in March and Mandalay had to "deliver it in early May." The company worked with LAFC, and "featured junior players from the LAFC academy in the spots" (ADWEEK.com, 5/24).
