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Cup becomes focus for advertisers

Published on .

Leading up to the World Cup, McDonald's Corp. is running this Spanish-language spot from Omnicom Group-backed Del Rivero Messianu DDB:

A couple is window shopping. The woman, who is pregnant, stops and places her husband's hand on her stomach. Logos for both McDonald's and the World Cup appear with the voice-over: "It's amazing how a single kick can cause such a thrill."

The World Cup is everywhere. Enter a Spanish-language portal like Yahoo en Espanol or Univision.com or pick up Time Inc.'s People en Espanol and find an entry form for MasterCard International's contest to win a trip for two to the final World Cup match. Last week MasterCard International broke an execution of its "Priceless" campaign from McCann-Erickson Worldwide, part of Interpublic Group of Cos., that plays on the soccer tradition of swapping jerseys with opposing teams after a game-but extends it to settings like a beauty pageant, whose contestants swap sashes. The spot, which will later run globally, is tagged for the U.S. Hispanic market with a promotional message about the contest and the mastercardenespanol.com site.

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