STV asks 'Who will you support?' during the World Cup
STV asks 'Who will you support?' during the World CupTo promote its broadcast of the World Cup, and programming based around the upcoming tournament, STV has released an advertising campaign, created by The Union.
The ‘Who will you support?’ campaign promotes the High Definition coverage that the Scottish broadcaster will offer viewers, running on-and-off air.
14 different version of the creative will run across television, radio, outdoor and in-bar across Scotland, which each ad using a different country’s flag, alongside a statement about why someone may want to support that country.
Beer mats will also be distributed to bars across Scotland, promoting the ‘Who Will You Support’ competition encouraging fans to enter to win a home entertainment system.
Gill Petrie, marketing manager at STV, said: “We wanted to run a fun, upbeat campaign that really captured the excitement surrounding the World Cup and encouraged our viewers to be supporters rather than simply spectators. Even though Scotland isn’t competing, we know that Scotland is a nation of football fans all keen to get involved in the spirit of the competition."
Petrie continued: "It doesn’t really matter how tenuous the link is between the country and the reason for choosing to support them; it’s all about getting involved in a great sporting event, and having a sense of humour about the fact our national team isn’t participating! We’re delighted with the simple yet innovative executions created by the Union, and we very much hope the creative makes people smile and get involved with the World Cup on STV and the competition tied into the campaign.”
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Comments
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Go on - show us the England one...
England. Because they are our superior neighbour in every way.
The BBC
Spain. Because I have a fiver on them.
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Japan, cos that's who I drew in the sweepstake. But Mr Miyagi is a Legend!
Tennent's campaign.
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Watered down Tennent's?
The Tennent's campaign that was a lot like this one.
And which tennent's campaign was that then? Back up your claims!
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Leith Agency Tennent's 2002 'Not at the World Cup'. Series of posters based on the flags of the competing nations with a humorous headline, often based on a rather far fetched connection to Scotland. Each one giving you a reason to support them in the absence of Scotland.
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'Och Aye Kanu' for Nigeria was my personal favourite
Was that the Tennent's campaign where the England posters had to be withdrawn due to 'anti English sentiment?' Explains why there isn't one here then does it.
"It's SHITE being Scottish"
Renton.
Irn Bru have done work giving you reasons to spuriously support another team remember Jason Scotland? Campaign feels sandwiched between Tennent's and Bru. Which is why it feels unoriginal. Splitting hairs won't change is lack of originality.
Jason Scotland was a good spot in that he played for a team that was in England's group - bit different that one methinks.
Anonymous 14:33.
Surely the idea is identical then with the exception that this one has done more flags?
except Leith creative dept wrote a flag for each team as well...
Anonymous 17:48
Who are you trying to kid? Maybe instead of playing spot the idea you could play spot the difference? I'll wager you'll struggle to find many between two campaigns that both consist of national flags with a strapline encouraging scottish football fans to adopt that country's team as their own for a humourously tenuous reason.
The suggestion that by sole virtue of beginning with England's group opponents the Leith campaign was anti-english and thus not the same idea is nonsensical. You're not fooling anyone.
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I like the campaign - it's fun and looks great. What a bunch of miserable b@stards - and b!tches - we're all turning into. Most things have been done before in some shape or form and at least here's a client buying something fun.
ENGLAND.
Because we're in the World Cup.
I'm English and I know that if Scotland were in the World Cup, 99% of us would support Scotland without prejudice.
Again the anonymous negativity (vitriol?) that infests this site and has a detrimental affect on the Scottish industry as a whole, rears its ugly head. The campaign strikes me as not being anti anything or replica anything but pro involvement for a football loving nation who for too long have been excluded from major tournaments. It's funny and it's emotive. We are supporters after all, not spectators.
I'm a big fan of an arrogant, condescending and obnoxious nation who thinks that because it won the World Cup 44 years ago it gives it the god-given right to assume every fours years thereafter that it should win it again, ignoring the fact it was won by playing every game in its own home stadium with the help of a dubious (to say the least) goal. I'm a big fan of a nation that trades on former glories, is still obsessed with a war that finished 65 years ago, loves and actively encourages racial stereotypes, still likes to take about when it 'ruled the waves' – shorthand for 'colonising and enslaving under-developed countries' – but yet still wonders why they're disliked so much across the world. I want to support a country that sees its neighbours as nothing other than an extension of itself and genuinely doesn't realise how arrogant and condescending it is when it tells them that 'we'd support you' because, put simply, they do see them as a threat. Would they, I wonder, support France, who are just a few miles across a strip of water?
With all of this in mind, I'm rooting for England.
Fair comment. Apart from the racial bit.
En-ger-land!
Anonymous 11:11
What a load of absolute nonsense. I'm Scottish and even I'll say you need to remove the chip form your shoulder.
Anon 16:30
I'd love you to point out what's incorrect? And FYI I'm not Scottish, nor am I from any of the British Isles. I have an outsider's viewpoint so your Scottish chip-on-shoulder point isn't relevant here. Sorry.
Anon 11.11
Do you come from one of the countries we ruled? Sorry about that old boy, but it had to be done. Civilisation and all that.
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