After years of planning, marketers at major brands are finally ready to kick off their World Cup ad campaigns. Meanwhile, media agency experts are keeping their eyes peeled for a potentially volatile scatter market.
Anchoring the efforts of Unilever’s Rexona brand, which trades as Sure in the U.K. and Degree in the U.S., is a hero film starring a Beatles tune and some of soccer’s biggest names: Vinicius Jr., Cole Palmer, Christian Pulisic and Florian Wirtz.
Cut-down versions of the ad will be used on TV across several of Rexona’s markets starting this monrth and continuing into May, while its U.S. business is set to air a separate Pulisic-centric campaign tailored for American viewers closer to the tournament’s beginning. The company drew on a web of sponsorship agreements with FIFA, top soccer clubs like Manchester City, and individual deals with players like Wirtz, to assemble its cast.
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