David Beckham, Ryan Reynolds, Joel Embiid, Alex Morgan, Evander Holyfield Featured in Ad, Celebrating the 30-Day Countdown to the Tournament
LOS ANGELES, CA – The 2018 FIFA World Cup™, the year’s biggest global sports moment, is 30 days away, and the stars – on and off-the-field – are ready for it to transform the summer. David Beckham, Ryan Reynolds, Joel Embiid, Alex Morgan and Evander Holyfield play featured roles in FOX Sports’ “The World Becomes the FIFA World Cup™ campaign, showcasing their enthusiasm for the elite players and teams competing in Russia, June 14-July 15 on FOX and FS1. The new ad, “This Summer” debuts today, May 15 simultaneously across 21st Century FOX television networks — FOX, FS1, FX, National Geographic and numerous others. It will also air May 16 during the NBA Western Conference Finals.
Throughout the spot, the arrival of the FIFA World Cup™ changes fans’ perspective. “Men become gods,” exemplified by Argentina’s Lionel Messi who, through the art of Super Saiyan animation, morphs into a deity. “Allies become rivals” in the blink of an eye, as Marcus Rashford and Anthony Martial go from club teammates (at Manchester United) to opponents (for England and France, respectively) during an EA Sports FIFA 18 video game matchup. And “players become fans,” as young NBA phenom, Embiid juggles a basketball with his feet yelling, “Sign me up!”
Reynolds, as Deadpool (his Deadpool 2 movie character), ribs former England captain Beckham, as the superhero quips disappointedly at not being joined by current player Wayne Rooney. Holyfield, watching Luis Suarez, critiques the Uruguayan star’s past controversial tactics. Additional 15-second vignettes specifically focused on Reynolds & Beckham, Embiid and Holyfield complement the main spot.
“It doesn’t get any bigger than the FIFA World Cup. It brings together the worlds of sports and celebrity for an incredible month-long pop culture event,” said Robert Gottlieb, EVP of Marketing, FOX Sports. “It was a natural fit to have movie stars, musicians and championship athletes as part of our campaign.”
“Over and Over and Over,” the latest single from rock & roll icon Jack White’s new album Boarding House Reach, plays throughout.
Also appearing are FOX Sports Studio Lead Host Rob Stone and Lead Studio Analyst, Alexi Lalas, tapping on the screen of a viewer still in bed and reminding her to “Wake up!” for an early match. Elsewhere inside of a bar, “beer becomes breakfast” for a morning kickoff. And an obsessive, head-down FOX Sports app match viewer dodges street traffic.
U.S. Women’s National Team forward and 2015 FIFA World Cup™ winner, Alex Morgan also checks in from her treadmill workout, in preparation for the 2019 Women’s FIFA World Cup™. And Mexico’s Dos Santos brothers (Jonathan and Giovanni) walk off the team plane, vying for their country’s first FIFA World Cup™ trophy. The spot also pays homage to international stars Cristiano Ronaldo, Neymar, Paul Pogba and the underdog team from Iceland.
Additional storylines come to life in the campaign through additional spots that complement the “This Summer” ad:
- “A Curse Becomes a Challenge” focuses on the Mexico, who’s lost in their fifth game of the tournament in every FIFA World Cup™ since 1994.
- “Epic” plays out the rivalry between the world’s two best players, Messi and Ronaldo
- “Men Become Gods” on Messi’s impact
- “Everything Becomes Not Enough” on Ronaldo’s summer goals
The World Becomes the FIFA World Cup™ campaign was created by Wieden + Kennedy New York. Artist, Meyhem Lauren provides the voiceover.