Saturday, April 25, 2015
FAIRFIELD-SUISUN, CALIFORNIA
99 CENTS

Brands use music to speak globally in World Cup

By
From page B10 | June 11, 2014 |

NEW YORK — Companies that are advertising for the World Cup are hoping music will strike a chord with fans globally.

Because the FIFA World Cup, the international soccer tournament that begins on Thursday, is the most popular sports event on the planet, advertisers want to take advantage of the large viewing audience. But the World Cup poses problems for companies that are used to making a splash at big sporting events like the Super Bowl with a pricey 30-second spot.

First off, soccer doesn’t have very many commercial breaks, with two 45-minutes halves played mostly straight through. Additionally, soccer is a global event, so it’s hard to make TV ads that translate across cultures. As a result, brands – both official sponsors and those that just want to capitalize on the event – increasingly are using music to get the world’s attention:

Danone’s Activia yogurt teamed up with Shakira to update her wildly popular 2010 World Cup Song “Waka Waka,” about Africa, with a Brazil-centric video for “La La La.” Coca-Cola made a song in English, “The World is Ours,” and then created 32 local versions, each sung by a local artist in the native language. And Beats by Dre launched a splashy new 5-minute video “The Game Before the Game” that shows soccer stars like Neymar Jr. and many others preparing for game time by listening to “Jungle” by Jamie N Commons & The X Ambassadors.

The move is an effort by companies to try to capture the attention of one of the largest global audiences for any event. In the last World Cup four years ago, 3.2 billion people tuned in, including 909.6 million for the final match, according to FIFA. That’s compared with the 111.5 million people who tuned into the Super Bowl this year.

“Sports is a great unifier and very few sports are as global as the World Cup,” said Allen Adamson, managing director of branding firm Landor Associates. “Music is the other big platform that transcends cultures and languages, so it’s an emotional way to connect with as broad an audience as the World Cup audience is.”

The link between music and the World Cup is nothing new. The tournament has had a theme song since 1962 when “El Rock del Mundial” by Los Ramblers kicked off the 1962 World Cup in Chile. But this year, brand song tie-ins are more popular than this year’s official effort.

FIFA’s “We Are One (Ole Ola),” has been criticized by Brazilians and other soccer fans as being tone deaf to Brazil culture. Critics complain that it is sung by Cuban-American rapper Pitbull and Bronx-born Puerto Rican singer Jennifer Lopez instead of a Brazilian singer (although it does feature Brazilian singer Claudia Leitte); and it is sung mainly in English and Spanish rather than Portuguese.

So marketers have stepped in, and so far, are scoring big. Shakira’s “La La La” video, sponsored by Activia in partnership with the World Food Programme, has garnered 95 million YouTube views since it went up 3 weeks ago. By comparison, the official FIFA song has about 72 million views after five weeks.

“When we heard ‘La La La,’ we immediately knew consumers would be swayed by the rhythm and energy of this song,” said Santiago Mier Albert, general manager of Activia and vice president of marketing of Danone’s fresh dairy products division worldwide.

Coca Cola’s song has hit the top 10 charts in 40 countries worldwide. That is a big step up from their last effort in 2010, “Wavin’ Flag” which was done in 24 versions and charted in 17 countries.

“The World Cup is universal. Music is universal too,” said Joe Belliotti, director of global entertainment marketing at Coca-Cola. “And if you can find that simple melody and simple lyrical idea that can translate and connect with people around the world, that’s the formula we strive for.”

Beats, which is not an official sponsor of the event and refers to its ad as a global campaign featuring the world-known soccer players, has gotten nearly 8 million views after just four days on YouTube. The five-minute ad cinematically shows rituals athletes use to get ready for “The Game Before The Game.” Brazilian soccer star Neymar Jr. takes a motivational call from his father, Serena Williams gets a patriotic manicure, and they all block out distraction with their Beats headphones to the tune of the foot-stomping “Jungle.”

It’s a chance for Beats, which was recently bought by Apple for $3 billion, to step out onto the global stage for the first time, said Barbara Lippert, longtime ad critic and a columnist for Mediapost.com.

“Beats is a company about music, they really know how to make music videos, it’s a smart strategy and beautifully put together,” she said.

 

The Associated Press

The Associated Press

LEAVE A COMMENT

Discussion | No comments

The Daily Republic does not necessarily condone the comments here, nor does it review every post. Read our full policy

.

Solano News

Transportation leaders point to need for funding changes

By Kevin W. Green | From Page: A1, 1 Comment | Gallery

 
Together to remember children lost to violence

By Ryan McCarthy | From Page: A1 | Gallery

 
‘Cinderella’ carries on despite theater flood

By Bill Hicks | From Page: A3 | Gallery

 
3 letters to Vacaville may cost $100,000 to answer

By Ryan McCarthy | From Page: A3

 
Church offers free Southern Gospel concert

By Susan Hiland | From Page: A3

Summer Spare the Air season set to start

By Kevin W. Green | From Page: A3

 
Suisun City police log: April 23, 2015

By Susan Hiland | From Page: A9

Fairfield police log: April 23, 2015

By Susan Hiland | From Page: A9

 
Commercial weight loss programs come under scrutiny

By Scott Anderson | From Page: B10

Food often a conduit to something more

By Murray Bass | From Page: B10

 
.

US / World

San Francisco Catholics deeply divided over archbishop

By The Associated Press | From Page: A1 | Gallery

 
Colleges starting to offer brewing courses

By The Associated Press | From Page: A2

Hate crime charges for homeless beating suspect

By The Associated Press | From Page: A3

 
Supreme Court ruling keeps sex offender registration in place

By The Associated Press | From Page: A5

SFPD to pay for settlement of wrongful termination suit

By The Associated Press | From Page: A5

 
16 students injured when school stage collapses

By The Associated Press | From Page: A5

Thousands march to mark anniversary of Armenian massacres

By The Associated Press | From Page: A5

 
Man ordered to stand trial for kidnap, rape charges

By The Associated Press | From Page: A5

Nuclear launch officers charged in drug case

By The Associated Press | From Page: A5

 
Rubio looking to gain support in Iowa

By The Associated Press | From Page: A6

Hep C, HIV cases spike throughout Indiana

By The Associated Press | From Page: A6

 
Obama uses hospital funds to help push for Medicaid expansion

By The Associated Press | From Page: A6

Hawaii raises smoking age to 21

By The Associated Press | From Page: A6

 
Police: Gray should have received medical treatment

By The Associated Press | From Page: A10

Yemen rebels ordered to pull back

By The Associated Press | From Page: A12

 
US completing review of hostage policy following drone strikes

By The Associated Press | From Page: A12

Italy police arrest nine terror suspects in sweep

By The Associated Press | From Page: A12

 
.

Opinion

 
Chaos in the primaries

By Thomas Sowell | From Page: A8, 1 Comment

Joy of baseball back in my life

By Deon Price | From Page: A8

 
.

Living

Today in History: April 25, 2015

By The Associated Press | From Page: A2

 
Community Calendar: April 25, 2015

By Susan Hiland | From Page: A2

Horoscopes: April 25, 2014

By Holiday Mathis | From Page: B5

 
Daughters’ ex is determined to turn their children against her

By Kathy Mitchell and Marcy Sugar | From Page: B5

.

Entertainment

Seriously silly, Monty Python reunites for a weekend tribute

By The Associated Press | From Page: B7 | Gallery

 
TVGrid

By Daily Republic Syndicated Content | From Page: B7

.

Sports

SCC baseball team wins to claim share of BVC title

By Daily Republic staff | From Page: B1, 2 Comments

 
Ynoa, Butler send Rockies to 6-4 win over Giants

By The Associated Press | From Page: B1

Vikings fall to Jaguars 4-3 in 8 innings

By Paul Farmer | From Page: B1

 
After working OT in NBA playoffs, Curry, Rose can earn rest

By The Associated Press | From Page: B1

Swafford, Weekley atop Zurich Classic leaderboard

By The Associated Press | From Page: B2

 
Logano wins pole at Richmond, his third of the season

By The Associated Press | From Page: B2

Usain Bolt: Gay’s reduced doping ban sends wrong message

By The Associated Press | From Page: B2

 
Scott Dixon is chasing IndyCar wins leaders, not spotlight

By The Associated Press | From Page: B2

Ducking the spotlight, some stars decide to skip NFL draft

By The Associated Press | From Page: B2

 
Garber: MLS plan in 6 months to expand beyond 24 teams

By The Associated Press | From Page: B2

 
Dortmund, American Pharoah vie for favorite in 141st Derby

By The Associated Press | From Page: B2

Harden, Howard lead Rockets to 130-128 win, 3-0 lead on Mavs

By The Associated Press | From Page: B2

 
Olympic sailing events may be moved from Rio’s polluted bay

By The Associated Press | From Page: B2

Canadian Henderson shoots tournament record for LPGA lead

By The Associated Press | From Page: B2

 
Bowyer and Stewart looking for good runs at Richmond

By The Associated Press | From Page: B2

Oregon wins distance medley relay at Penn Relays

By The Associated Press | From Page: B2

 
Goodell: LA projects viable for bringing back team

By The Associated Press | From Page: B2

Former Buckeyes teammates Cook, Sindelar top Legends of Golf

By The Associated Press | From Page: B2

 
Signups for Saturday, April 25, 2015

By Paul Farmer | From Page: B3

.

Business

Ford recalls 390,000 cars to fix door latches

By The Associated Press | From Page: B6

 
Winners and losers of the demise of the big Comcast deal

By The Associated Press | From Page: B6

What could McDonald’s do to fix its business?

By The Associated Press | From Page: B6 | Gallery

 
Durable goods orders up, but business investment falls again

By The Associated Press | From Page: B6

Harley recalls nearly 46,000 motorcycles

By The Associated Press | From Page: B6

 
Comcast abandons Time Warner Cable bid after gov’t pushback

By The Associated Press | From Page: B6 | Gallery

Cheaper fuel has airlines soaring to record profits

By The Associated Press | From Page: B6

 
Wynn Resorts shareholders: Elaine Wynn won’t return to board

By The Associated Press | From Page: B6

.

Obituaries

Kirk Noonan

By Nancy Green | From Page: A4

 
Sandra King

By Nancy Green | From Page: A4

Elizabeth Cepeda

By Nancy Green | From Page: A4, 1 Comment

 
.

Comics

Garfield

By Daily Republic Syndicated Content | From Page: B4

 
Frank and Ernest

By Daily Republic Syndicated Content | From Page: B4

B.C.

By Daily Republic Syndicated Content | From Page: B4

 
Pickles

By Daily Republic Syndicated Content | From Page: B4

Wizard of Id

By Daily Republic Syndicated Content | From Page: B4

 
For Better or Worse

By Daily Republic Syndicated Content | From Page: B4

Beetle Bailey

By Daily Republic Syndicated Content | From Page: B4

 
Zits

By Daily Republic Syndicated Content | From Page: B4

Baby Blues

By Daily Republic Syndicated Content | From Page: B4

 
Get Fuzzy

By Daily Republic Syndicated Content | From Page: B4

Blondie

By Daily Republic Syndicated Content | From Page: B4

 
Baldo

By Daily Republic Syndicated Content | From Page: B4

Rose is Rose

By Daily Republic Syndicated Content | From Page: B4

 
Dilbert

By Daily Republic Syndicated Content | From Page: B4

Peanuts

By Daily Republic Syndicated Content | From Page: B4

 
Sally Forth

By Daily Republic Syndicated Content | From Page: B4

Cryptoquote

By Daily Republic Syndicated Content | From Page: B5

 
Bridge

By Daily Republic Syndicated Content | From Page: B5

Crossword

By Daily Republic Syndicated Content | From Page: B5

 
Sudoku

By Daily Republic Syndicated Content | From Page: B5

Word Sleuth

By Daily Republic Syndicated Content | From Page: B5

 
.

Home Seller 4/25/2015

Ask a Designer: decorating with spring pastels

By The Associated Press | From Page: HSR1 | Gallery

Real estate transactions for April 25, 2015

By Daily Republic | From Page: HSR3

Average US rate on 30-year mortgage slips to 3.65 percent

By The Associated Press | From Page: HSR3