The Economist trolls Russia in reactive World Cup ads

The Economist is using real-time scores to make witty and provocative commentary on global issues during the World Cup.

In a reactive campaign by Proximity London, live scores will be used throughout the event to develop dynamic creative ads that will feature on soccer websites. For example, the campaign kicked off yesterday with an ad that gets right to the heart of the Russian fake news issue, suggesting that while Russia beat Saudi Arabia 5-0, people might be seeing Facebook ads that say it won 8-0.

The ads will lead through to content that will see The Economist looking at the nations behind the squads, providing a detailed perspective on what is really going on within each of the participating nations. The activity is designed to increase awareness amongst audiences in U.K., Europe and Latin America, piquing the interest of prospects who may be new to the Economist brand by directing soccer fans to in-depth content hosted on a dedicated Economist World Cup hub.

Proximity London partnered with ad-tech firm, Flashtalking, to create the dynamic element of the display advertising and with UM London for media planning.

John Treacy, executive creative director of Proximity London, said: "This is a serious but witty look at what's really going on in the nations at this summer's World Cup. We'll be beating all the pundits to the punch by offering The Economist's unique global perspective the minute the matches have finished. And with nations like South Korea, Saudi Arabia and Iran as well the hosts Russia featuring, who better than The Economist to be your expert guide through the most politicised of World Cups in recent times?"