I just came back from World Cup in South Africa.
I was also in the last one, in Germany 2006. So, it was impossible to not compare the organization, the marketing buzz and the atmosphere.
Of course, Germany had a better infrastructure.
In cities like Berlin, Munich, Koln and Frankfurt, almost every brand, every shop, every bar were making an invitation for me to live – and buy – the World Cup experience: merchandise, games, interactive gadgets, souvenirs, expos, fantastic places to eat, drink and watch the games.
In South Africa, in some neighborhoods, …

(This was written on June 25th before the US/Ghana game)
I felt bad for the US football/soccer team when their winning goal against Slovenia in their World Cup match was disallowed by a referee undoubtedly related to Helen Keller.
Especially since “footie” is such a goal-challenged sport in the first place. (Unlike the one with the only Cup that really matters.)
Then yesterday I read that BBH had just lost to Fallon their 5-month-old Cadillac account – and that they found out about said loss by reading of it in the press.
Talk about …

Here’s a humbling thought.
It’s the World Cup.
Thousands of people have traveled to South Africa to watch.
Millions more will watch live on television from every corner of the globe.
It is by far the biggest global event at this moment in history, and it’s being ruined for many, by a swarm of vuvuzelas.
Now, obviously, no one tuned in to hear the vuvuzela.
They’re actually only interested in the football.
And right there is the rub.
Most advertising is like a vuvuzela.
It’s loud.
Obnoxious.
It’s not what people tune in for.
If anything, it’s really more of a distraction.
And …

It’s World Cup time.
And in Brazil, the World Cup is a religion.
Every four years we decorate all the streets and houses with green and yellow.
We spend all our money in jerseys, flags, paint, horns, fireworks and brand new TVs.
And we don’t work at game days. It’s like a month with 7 holidays, if we get to the final.
For advertising, it’s time for new ideas to catch people’s attention.
One of the greatest hits of this year is the talking beer.
You go to the bar, ask for a regular can of beer …