Creative agency ITV revealed a 2018 FIFA World Cup promo that encourages soccer fans to forget every game that has gone before, because all that matters is what happens this summer in Russia.

The campaign is a call to arms to forget the burden of the past, to forget previous victories and losses, and to forget preconceptions.

“In this fast paced, provocative and anthemic 60” promo … we’re physically painting over the highs and scrapping the lows of World Cups past,” says ITV in a statement.

Working with German Director Hauke Hilberg, the agency highlighted moments that fans and players alike hang on to, and used a mix of edit and post techniques, along with specially shot scenes and the voice of Ashley Walters, to build momentum and hype in the spot.

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Agency: ITV Creative

ECD: Tony Pipes

Creative Director: Rachel King

Creative: David Brooks

Head of Campaign Production: Katie Carew

Head of Campaign Management: Gemma Dunford

Senior Campaign Manager: Emma Reith

Director of Network Marketing: Paul Ridsdale

Head of Marketing: Ed Ross

Marketing Manager: Nicolas Jayr

Marketing Executive: Chris Anstey

Production Company: ITV Creative

Director: Hauke Hilberg

Tags: itv world cup 2018

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