EA Sports' FIFA 2023 game is out today, the final outing in the FIFA series before it rebrands to EA Sports FC next year. To promote it, the gaming company turned to Wieden + Kennedy Portland to create a cinematic epic that focuses on the reality of "match day" for fans around the world.
Rather than focusing on impressive skills on the pitch or moments of celebration, the spot, directed by Brazilian duo Jungle via Blink, sets out to portray an authentic picture of the homes, streets and towns where soccer fans prepare for big games.
The spot aims to capture the sense of anticipation, excitement and tension in the build-up to a match, as we see armies of supporters walk through the streets towards stadia, singing team songs and waving flags. At the same time, we see some of the stars of the game arriving; the spot features big names such as Kylian Mbappe, Sam Kerr, Zinedine Zidane, Vinicius Junior, Virgil Van Dijk, Jack Grealish and Chloe Kelly. Eventually, both players and fans congregate inside homes to watch the game: which is on the screen, in FIFA 23. The spot ends with the words: "The world's game. Powered by football."
"Regardless of where you are in the world, there is nothing quite like the energy that builds in anticipation of a big football match,” said Paul Marr, senior director and head of creative at EA Sports, in a statement. “We set out to depict that energy with a simple idea—the world’s game gets its match day— in celebration of an especially stacked FIFA 23 that will bring fans two World Cups, HyperMotion2, and women’s club football for the first time ever.”
The film will run globally including on TV and digital video in more than 25 markets, supported by social media, including bespoke versions for some of the biggest clubs in the world, such as Real Madrid, Manchester City and PSG.
The campaign also includes out-of-home and digital buys in major global cities with creative celebrating the scope and scale of the global FIFA community as the stats and exploits of individual footballers and clubs in the game are highlighted locally. The creative was also used to highlight the recent launch of the FIFA 23 soundtrack, including a Times Square buy in partnership with Spotify that uses scenes from the spot.