Adidas Football's latest World Cup content spot features David Beckham and Zinedine Zidane, according to Alexandra Jardine of AD AGE. In the ad, the two "pay each other mutual respect:" Beckham praises Zidane's talent, left foot, love of the game and character while Zidane singles out Beckham's right foot, free kicks, history "and more." There are a couple of things they cannot match, though: "Zidane's World Cup medal -- and Beckham's hair." Fans of the pair "will no doubt love this one, along with another film, posted on Beckham's Instagram, where the two legends have a kickaround." The films are "part of the content series created by Iris Worldwide around the World Cup" (AD AGE, 7/5).
'VERY APPEALING': THE DRUM's Taruka Srivastav reported Nielsen advised advertisers to "formulate strategies targeting female audiences" as the World Cup has experienced "a record growth of the fanbase globally." According to Nielsen, 58% of women found the Women's World Cup "very appealing," with the number rising to 70% for the men's World Cup. In a survey with female audiences, Nielsen found that "nearly a third of women" (31%) were interested across 18 markets in '17. Nielsen Digital Ad Ratings also found that the age group among females that "intended to watch the World Cup on TV most" was 18-24, "which is in contrast with males 35-44" (THE DRUM, 7/7).
CHICKEN ROLL: THE DRUM's Kyle O'Brien reported Neymar has become "known for his overly dramatic dives he takes trying to draw penalties." KFC South Africa is "having a bit of fun at Neymar's expense with a solidly funny ad that shows a player taking a dive all the way to KFC for some chicken." In the 60-second spot, we see a player go down during a match holding his knee and rolling in alleged pain, "much like Neymar has done." But rather than get up and keep playing, this diver keeps rolling off the field and out of the stadium. He then "rolls and writhes through the streets of the city," being followed by kids and camera crews alike through crowds and crosswalks "until he finally enters a KFC, gets up unscathed" and orders a "Streetwise 2" meal deal (THE DRUM, 7/6).
UNAUTHORIZED BRANDING: REUTERS' Ganguly & O'Connor reported FIFA fined the Swedish FA (SvFF) 70,000 Swiss francs ($70,700) and "warned it for breaching media and marketing regulations during the World Cup." FIFA said that it previously asked the SvFF to stop displaying unauthorized commercial branding on playing equipment items but that members of the Sweden delegation "continued doing so in their round of 16 victory against Switzerland." The SvFF confirmed receiving the sanction about its kit and socks and said that it "tried to take remedial action which FIFA did not accept" (REUTERS, 7/6).
'COMING HOME': O'Brien also reported British Airways is "doing a little proactive wishful thinking with its latest social media post." The air carrier printed a ticket for a passenger named "Football" and "added some hidden gems in the ticket vocabulary for die hard England team fans." The first clues "are obvious." "Football" is booked from Moscow to Home. Other little details "might go unnoticed at first, but those in the know can see" that "Gate: South" is a reference to Manager Gareth Southgate. Under "Gate Closes" is 1966, noting the last year the Three Lions won it all, and the seat, 52H, "notes the number of years it has been since that time" (THE DRUM, 7/6).
