Football: Audience Vs Brand

26/5/10

Like the rest of the world, we got goose bumps when we watched the Nike ‘Write the Future’ World Cup campaign.

Not only is it stunning and evocative but it also manages to pepper just the right amount of tongue in cheek humour into the mix – who knew that Rooney could act?

Forbes reports that in terms of ‘most views of a viral video ad in its debut week’ (hmm, snappy), it has broken all existing records.

However, The Dubs is currently crushing on the plethora of fan content being generated in the run up to the World Cup – OK, so it’s mostly World Cup songs from England fans and competing nations but even so, it is dangerously compelling and offers a genuine insight into what football glory means to us – the everyday, real life fans.

The England fans (and those of other competing nations) are doing a cracking job of building a buzz around the World Cup and really lifting the nation’s spirits after a pretty shaky 12 months.

Britain’s Got Talent it would seem and evocative storytelling rules the waves!

Most of the songs harness the idea of friends and family coming together around a ‘celebration’ (the World Cup) having fun and really showing how much football is part of the nation’s social fabric.

It’s great to see such brilliantly crafted and purposeful user-generated content being produced in the run up to such a huge event.

The Dubs' Top Three being:

1. From Plainwrapped08: ‘World Cup Football Song 2010. England Terrace Anthem’ - Catchy, patriotic and full of iconic footage of footie (and erm, food), we love it:

2. From Fabioworldcupsong: ‘Fabio – England World cup Song 2010’ - Contemporary, compelling, great video and at the risk of showing our age somewhat, it evokes memories of East 17:

3. From Bringitbacktoblighty: ‘Bring it Back to Blighty – World Cup Song 2010’ - Great storytelling, funny, and perhaps the most feel good of our top three:

So, whilst the tone of the fan content couldn’t be further from the Nike campaign, which instead focuses of the personal glory drivers of some of the world’s finest footballers – we think both stances are great and will continue to enjoy the disparity.

But if pushed, we prefer bunting and would rather party with the fans...