For me, American football is my game of choice. I love watching the games all the way up to the Super Bowl. However, it’s been pretty clear these past few weeks that soccer, the other football, is definitely more popular when you look at it on a grander scale. It’s a world sport. For global advertisers like FIFA World Cup Partners, McDonalds and Coca-Cola, it’s a really important event. There are more eyes watching these games then any other event worldwide. Hence the significance of connecting with a global audience.
Just like during the Super Bowl, there have been very creative advertising promotions surrounding the World Cup. It’s estimated that there are about a billion people watching the games. Big advertisers have to step up to the plate to catch the attention and connect with football fans around the world.
We are used to seeing famous players in these ads but this year McDonald’s created a commercial that I just loved. It doesn’t have anyone overly famous in it. Most of the people in the video are unknown. It shows people in their local environment showing off their soccer skills. To make it even better these people are children, seniors and women in high heels doing soccer tricks. It was made in conjunction with their current french fry peel off game. They are using it as a way to attract attention to the game. Surprisingly they didn’t need to show images of the actual product. For me, watching these soccer tricks is pure entertainment. Have a look. It somewhat reminds me of the Michael Jordan vs. Larry Bird commercial from way back when.
http://youtu.be/-T7zyezBkuY
Coca-Cola took the more inspirational route. They wanted to show how the World Cup brings people together. And what’s always there when people come together? Coke. With the tagline “Everybody’s invited.” they have created a short story showing how people in eastern countries overcame hardships through the game of soccer and eventually made it to the World Cup. It’s a heartwarming commercial and it’s full of pride; all the right feelings to connect with a global audience.
Both of these commercials can teach us lessons for our own branding and ad campaigns. It’s about making a real connection with your audience. These companies were able to take one common thing and use it to relate to their brand. Find out the one thing your audience has in common and use it to connect to a broader crowd. Read my previous post, Super Bowl Advertising: You Don’t Need a Commercial Just Some Creativity, for more ideas.
Did these commercials make an impression on you? …even if you don’t watch soccer? Do you feel that McDonald’s and Coca-Cola were successful in connecting with a global audience in these two commercials? What angle would you take when wanting to connect with a global audience?
Yes, I think McDonald’s and Coca-Cola were successful in connecting with a global audience in these two commercials. Not everyone is fortunate to have a lot of money, and showing people who live in hard times is relevant to today’s suffering economy.
The angle I’d take when wanting to connect with a global audience is to find commonality found amongst all people, regardless of where they live, and speak to that. I tried doing that with my first book, Risky Issues (now published!), by structuring my short stories around the issues of identity, abuse, drugs, death and friendship — all issues faced by people everywhere.
Lorraine Reguly recently posted…50 000 Emails? On Canada Day?
Lorraine- It is not about the money it is about connecting with your target audience which sounds like what you did with your first book.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Arleen, both of these commercials would have to connect globally: they show everyday people, with their everyday hopes in the videos. And whether they put the soccer ball on someone’s back or bounce it up and down on platform heels, you relate to it.
I’m noodling around your question, “What angle would you take when wanting to connect with a global audience?” It’s what I try to do and now seeing the videos will try to do better. Not sure how yet.
Patricia Weber recently posted…4 Specifics to Celebrate for Introvert Freedom
Patricia- It is just normal people having fun. Sometimes the simple things help us connect to others which was shown in both videos. Now relating to our work maybe we need to break it down into smaller parts.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Both commercials are excellent examples of connecting globally. Any time we can show everyday people, in many walks of life garners a positive reaction. It really get down to relating to each other, doesn’t it?
Your question is a good one. My “angle” has been to connect with my audience on everyday life and things we learn as we go. Still it makes me think, what else could I do to relate to more who visit my site. 🙂
Susan Cooper recently posted…Homemade Graham Crackers: #Recipe
Susan- Interesting how two very different commercials sent a feel good feeling. You do that with your blog site so I do feel that you connect with your audience.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
McDonalds ad were simply amazing!
Philip- It is interesting that McDonald was able to find the people with the talent. I enjoyed that ad because they were everyday people having fun.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Wonderful examples! I particularly loved the McDonalds..it looked so extemporaneous and I loved the expressions on their faces as they pulled their tricks! The second is indeed full of pride and had me feeling the same…that’s the point right? There is indeed something to think about here… how to connect globally and it would seem that emotions have so much to do with that.
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Hi Jacqui- I agree it the McDonald’s commercial doesn’t look made up or rehearsed. Just people out having fun. Both of the commercials hit on emotions which drives most of us.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Maybe I’m the wrong person to ask – I don’t like the violence associated with soccer, and I *really* don’t like the imposition of the companies of Coca Cola and McDonalds upon the cultures of the world, who ate much healthier when eating local cuisine. That said, the one by Coca Cola is cute and “feel goodish.” I will leave it at that.
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Leora- I am not supporting what these two companies serve as I don’t eat at McDonald’s or drink Coca Cola, but they do have a large following so marketing and advertising is their forte. I get a fell good feeling when I watch the Budweiser commercial with the Clydesdale horses. When a commercial makes you feel good you do remember it. I think it is also the case in business.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Both commercials are exceptionally well done.
But I truly wish it wasn’t Coca Cola and McDonald’s that came up with such smart commercials to persuade people that their brands are fantastic. Those two companies have contributed enormously to the amount of obese people we have in the world today, globally.
Catarina recently posted…Public relations – how to make your business well known
Catarina- I don’t disagree that the two of them have contributed to obesity of people in the world today, but we all have choices. They just know how to get to the masses.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
These are fabulous ads. They reflect huge budgets, however. It probably requires a large expenditure to make ads that are so obviously globally appealing. Thanks for sharing. They were fun to watch.
Beth Niebuhr recently posted…How to Improve Your Writing
Beth- Yes the ads reflect large budgets but it does show how they appeal to everyone and maybe we all need to think about that more.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I watched three games and totally loved the commercials. I watch big events on TV only for the commericals 🙂 Like the Emmy’s, Grammy’s and Academy Awards and the Super Bowl, of course. I love to analyze how brands utilize television to bring their message to millions. The McDonald’s commercial was ingenious, but it disappoints me that their food is so poisonous, and they appeal so much to kids, who need to be eating healthier. Guess it shows just what big money can buy.
Laurie Hurley recently posted…If Content is King, Consistency is Queen
Laurie- Yes big money can buy alot no doubt about it, but when large corporations spend so much money on marketing if we can take a little away for ourselves then I like to look at what I can do to improve my business.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I think each commercial achieved the purpose of combining football, where an existing interest was a given, with striking the simplest chord that appeals universally “We’re all the same really”. In both cases a sense of community was conveyed with McDonalds being lighter and Coke more inspirational. Trashy products, and an obscenity that either is associated with sport or fitness but good commercials.
Paul Graham recently posted…Monday Matters:Up And Down
Paul- I agree with you that the commercials proved that we all are the same. If anything can be done to bring together all countries I say it really doesn’t matter what they are selling
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen; first let me say thanks for your wonderful descriptions of the videos you use as examples. As a blind person I find international commercials or those targeting an global market harder to follow without someone to tell me what is going on and what they are selling. It sounds like both companies did a solid job of advertising to a world market. not sure how i would market myself globally. I made a key mistake with my amusement equipment business during the process of choosing a name. I went with what sounded good and what I thought represented what I would be doing. I didn’t do my research or i would have known they don’t call them carnivals or midways outside of north america. 🙂 thanks for the post my friend. take care, Max
maxwell ivey recently posted…Remembering when I decided on my new path
Maxwell if we all could figure out how to market ourselves globally we would all be rich. Doesn’t mean that you can’t take away some ideas to improve on your brand. I also selected a name that I regret for company. The url is too long also. It is done and over and now I am embracing Garrett Specialties
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen; you are right about it all. we have to find a little nugget in each post that we can apply to our own businesses. and my name is not only too long but doesn’t even come off the mouth good like yours does. at least the blind blogger is easier for people to understand when I say it. best of luck to both of us, max
maxwell ivey recently posted…Remembering when I decided on my new path
Max- Everyone brings something to table, but it is what we take away from it makes us grow.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen – I loved the McDonald’s commercial and especially the one of the young boy shooting the ball on the balcony – I get a kick out of kids being mischievous and he certainly was. I do believe that both these companies hit the right note for maximum global interest and that’s what commercials are all about, right?
Lenie
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Lenie- The commercials kept your interest and kids are kids no matter where they are from. Hopefully we can take something from these commercials for our own business. Targeting our customers differently, who knows, have to keep trying something.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen,
I think both companies hit their goal of connecting with a global audience. In the McDonald’s commercial, the advertising itself fits in with the impeccable timing of the trick shots. The Coca Cola commercial is very clever in having its product associated with the universal appeal in drawing the world together in highly common interest.
William Butler recently posted…What the Lines Of Our Lives Teach Us
Bill- Isn’t that we are trying to do is hit our goals. Great tricks in McDonald’s commercial kept our interest and Coca Cola appealed to our emotions. We all can learn from these great marketers. We do not have to spend a lot of money to be appealing.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I don’t care for either company, but there is no denying that both commercials are very well done. I especially like the Coke commercial, it connects to people on an emotional level.
The most interesting thing to me is that both of these companies are so amazingly successful they don’t even have to highlight the product they are selling.
Lisa recently posted…VMM 11 – Time to go All In?
Lisa- Not having to highlight who the companies were that were selling their products to me was ingenious. That tells you both companies have made a name for themselves. In business that is what we are all trying to do.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I loved these commercials and the whole hype of the world cup. It is not a new event to me but over the last decade has definitely become way more interesting. The commercials carry with them an element of mystique and magic because the world cup this time is in Brasil and in Rio; both of which have to be a marketers dream locale I would think…beautiful people, beautiful scenery, beautiful weather, and of course “The Game”.
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Tim- No the World Cup is not a new event but it is bringing countries to a common ground which is a good thing. Brazil is definitely a beautiful place. I liked the commercials because they are different, even if some of the messages are the same.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Soccer really is a sport loved by the world, so I’m glad professional soccer is fast becoming popular in the US. That being said, I don’t follow sports but do like analyzing commercials. Now if McDonald’s would put some of that advertising budget into improving the quality of its food…
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Jeri- I love to watch Football but soccer has become more interesting since the World Cup. McDonald’s doesn’t need to put more money into the quality of their food as they appeal to masses.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I love the MacD ad Arleen. That is so cool the way they combined all the different people doing their tricks. I enjoyed the girl in heels, how did she do that? The World Cup is definitely something not to be ignored by a Global business as it presents opportunities to get out there and enter new markets being such a global sport.
Welli recently posted…Kaizen your life
Welli- I wear heels and have no idea how they were able to do it in heels expect they were platforms which make it a little easier, not much. Trying new markets can be done by anyone if we think of new ways to enter them.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I’ve only been able to sparingly watch the World Cup thanks to the time difference but with any major sporting event, the worst companies possible seem to come out. Their message is solid but I hope not too many people misconstrue great marketing for a solid company/product.
I love sport but am really turned off by the commericalism of it sometimes.
As with most multi-billion dollar marketing industries, It seems to be working. People continue to drink coke and eat McDs throughout the world. Perhaps the “message” is working.
To answer your question though, the Coke commercial would make the biggest impression on me without prejudging the companies for what they are. If it were up to me, I’d not allow these massive companies to dominate airspace and instead would try to cultivate a more grassroots and local advertising tradition. Unfortunately, money talks.
Carl recently posted…The Space and Tools to ply this trade…
Carl- The reason companies dominate airspace is because their time is money to the television stations. Companies pay a lot of money to the networks in order to promote whatever they are selling. Without the advertisers there would be no TV or local stations.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Excellent post! I giggled during the McDonalds’ commercial and got teary during the Coke commercial, but then I’m a BIG fan of soccer. So they had me at FIFA. Having said that, I saw commercials during FIFA games that were just plain silly…a car playing soccer is not funny or clever, just goofy. What makes these ads work is that they did two things, they understood the wonder of the game, the global nature of it’s popularity and that the game itself should be centre stage.
Debra- It is interesting how two commercials can bring different emotions. Both companies focused not so much on their products, but I agree the game. That is something to think about in our business model.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Both these adverts are hugely succesful and doing the sharing rounds on facebook too. I like the adverts and the messages they portray. But these companies are wealthy companies with big marketing budgets and they probably don’t need to advertise so much.
Mina- I would love to be at the place where I would not have to advertise much and be recognized. One can only hope.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen,
I loved both commercials and they both connected with the people globally but in their own ways. Indeed, they know how to reach the masses taking advantage of the FIFA world cup event.
The takeaway here is that it is not about the products but the people as in both commercials there was no mention of the products.
Thanks Arleen for sharing these great commercials with us. Have a great rest of the week.
Be Blessed,
Neamat
Neamat Tawadrous recently posted…5 Benefits To The Power Of Humility In Leadership!
Neamat- Connecting with people is how we need to reach our niche business customers. You do not always have to have your product in the face of the customer but be unique so you are remembered.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I never realized how popular soccer is until lately. I really enjoyed the McDonald’s commercial. I think it has more of an impact because it doesn’t feature any famous people.
Dana- Soccer is more popular outside of the United States, but is gaining ground in the US as well. Just everyday people makes us relate
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I watched the commercials and read your post. I was wondering why they put the money to make those. People watch world cup, because it is world cup. They will drink cola, because they know what it is from the years of advertisements.
Nothing can motivate me to watch soccer any way. I don’t drink cola if there is any other option available at a given moment. I eat the big Mac because I love it. I drink coffee with it too. So, did the commercials failed to reach me?
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Bindu- I don’t eat at McDonald’s or drink Coke, but what the commercials show is that is it more important to connect with people and people are the same around the world.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Those commercials made a small impression. I’m not really a soccer fan at all though.
Jason B recently posted…Cross Country Trip……A Year Later
Jason- The commercials are about coming together. I am not a soccer fan either. I liked the fact the commercials were not in your face.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Oh my gosh, I will admit, I didn’t watch much of the World Cup but after watching these two commercials, which are both fabulous, I can certainly agree they made an impression. For me it was sheer smiles and joy in the McDonald’s spot to serious emotion in the Coca-Cola one. And that’s what I think makes for an effective commercial – is being able to connect with emotions. In the Coca-Cola spot specifically, there’s an immediate feeling of solitude, then despair with desolate looking places which turns slightly hopeful with the kitten, the little girl…and all of that grabs you before you even know what the commercial is about and you don’t quit watching.
Pamela Heady recently posted…Stuffed Eggplant with Turkey, Mushrooms and Arugula
Pamela- Good point being able to connect to emotions and yes the commercials got you interested. This is what we need to do when trying to gain more business.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
I’ve always loved that soccer is an international game, seemingly without boundaries. And all you need is a ball. That’s it. Does any other sport have this diversity?! I loved the older fellow in the McD’s spot – makes you wonder, what on earth is he doing on a motorized scooter? I like that both McD’s and Coke went for the soft sell. You don’t need words – it’s like a silent movie. Everyone can relate to the images, follow the story, and get the message.
Krystyna Lagowski recently posted…Swanning around with a 2014 Mazda3 Sport GT
Krystyna- I think people relate to images more than white noise. Just because you are old doesn’t mean you can’t join in the fun. The commercials touch on all age groups.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hi Arleen,
These two commercials were on target with the World cup. McDonalds commercial was a fun and upbeat one. Love the different age groups covered in that. From the young boy to the old man and his amazing stunts!
But I have to say that Coca Cola really touched my heart. The were right o the money when it came to emotion. The connection of people world wide with a common sport uplifted their lives. When the man was chosen to go to the World Cup it was so motivating.
Studying these two commercials is a great lesson to us all in the marketing arena. They both branded themselves so well.
Thanks for the great share!
-Donna
donna merrill recently posted…Sidebar Blindness
Hi Donna- Yes they two commercials sent two messages. How can we be more upbeat and interesting or touch on our recipients emotions. To me also both commercials give us a good information to brand ourselves.
Arleen recently posted…Connecting with a Global Audience: Best FIFA World Cup Commercials
Hey Arleen,
If there’s one thing I’ve learned about blogging and building a business it’s connecting with your target audience. Sure, we all want them to buy what we sell but our main objective should be about making those connections and both of these commercials definitely did that for me.
I’m not into sports so I have no clue what’s going on but I do know it’s all the talk and very important to a lot of people. Thanks for bringing this to our attention on exactly how that can be done.
~Adrienne
Adrienne recently posted…HELP: My Blog Is Being Attacked By Bots
Adrienne- I must say you have learned how to connect with your target audience. Finding a common ground with all besides your target market is another way to branch out.
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