This brand will give away TVs every time there's a VAR review in the World Cup final

Free TVs if you spot a referee playing charades

Published On
Jul 12, 2018

Editor's Pick

Any viewer of the 2018 World Cup now knows what's meant by a referee drawing a square TV screen shape in the air with their hands. No, it doesn't mean they're playing charades -- it's a VAR review.

It's the first major international tournament where FIFA has allowed referee access to the "Video Assistant Referee," which relies on instant video replay technology. The sight of referees signalling a review with their hands has been a common one (and it's kind of exciting too --usually gearing up for a penalty, free kick some kind of argument on the pitch.)

Israeli TV company Azrieli is jumping on this for a promotional campaign: during the World Cup final on Sunday, every time there's a VAR review it will give away widescreen TVs to the first five viewers to send a text.

The campaign, by Leo Burnett Israel, is intended to drive traffic to the brand's e-commerce site. Eagle-eyed viewers had better be hoping for lots of fouls between France and Croatia.


Jul 12, 2018
Brand :
Agency :
Leo Burnett-Israel
Chief Executive Offier :
Adam Polachek
Chief Creative Officer :
Ami Alush
Chief Account Officer :
Idit Zukerman
Chief Strategy Officer :
Shai Nissenboim
Art Director :
Olga Vorobieva
Copywriter :
Elad Gaizler
Agency Producer :
Simi Ben-Zikri
Director :
Eva Hasson
Account Supervisor :
Shiran Feldman
Account Manager :
Danielle Elmor
Traffic Manager :
Maya Varochik

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