Budweiser has turned to a trio of soccer superstars and Tears for Fears' iconic anthem "Everybody Wants to Rule the World" for its first FIFA World Cup spot.
Ahead of the tournament in November, the beer brand has launched the ad, created by Wieden + Kennedy and directed by Terence Neale via Park Pictures, in more than 70 countries. It shows the three soccer icons, Argentina's Lionel Messi, England's Raheem Sterling and Brazil's Neymar Jr, together with a diverse group of fans, making their way through the players' tunnel before a game. The walk turns into a carnival-like parade, complete with flags, motorbikes and of course bottles of Bud. The spot builds anticipation with drum beats and an inspirational rap as the tunnel lights up before them. It ends with the words, "No matter your tunnel, the world is yours to take."
“As sponsor of the FIFA World Cup for more than 30 years, we wanted to capture the infectious global energy of football fans everywhere to encourage people to find the conviction to go for greatness, no matter what the journey to get there might look like,” said Todd Allen, global vice president of marketing, Budweiser, in a statement. “Determination to overcome challenges in the name of achieving greatness, like we’ve seen countless times from Messi, Neymar Jr., and Sterling, is an inspiration to us and to fans around the world. We hope our new campaign reminds fans that no matter what stands in your way, the world is yours to take.”
As part of the campaign, Budweiser has also created new avenues for fans to experience the FIFA World Cup both on the ground and at home. There's a contest to win match tickets by scanning QR codes found on limited-edition Budweiser bottles and cans. The brand is also holding BudX FIFA Fanfest watch parties around the world for the first time. There will also be on-site activations and musical performances at the Budweiser Hotel and NFTs that commemorate the world’s biggest sporting event. The Budverse x FIFA World Cup NFT Collection will be available to consumers of legal drinking age via two different token types, the Budweiser Live Scoreboard and the Budweiser World Cup 360 Experience.