For it’s part in the 2010 FIFA World Cup advertising wars, ESPN is channeling a major part of South Africa’s history: Apartheid. The sports channel is starting it’s World Cup advertising with a Wieden + Kennedy created spot highlighting the importance of football (soccer to Americans) at South Africa’s infamous Robben Island where Nelson Mandela was imprisoned. The commercial is part of a four-part series which will be rolled out over the course of the months before the World Cup start on June 11.
Our goal with this spot is to educate people about the historical significance of the World Cup being played in South Africa. – ESPN Marketing Director Seth Ader
Watch the commercial below and let me know what you think in the comments below.
via Adrants
If you can’t see the video above, go here.