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.
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