Budweiser opens World Cup advertising campaign

By AdNews | 16 September 2022
 
Image: Budweiser 2022 screenshot world cup campaign

Budweiser has opened its World Cup campaign with a rallying-cry for fans: “The World is Yours to Take.”

The beer brand, in partnership with football icons Lionel Messi, Neymar Jr. and Raheem Sterling, will launch its FIFA World Cup campaign in more than 70 countries.

The campaign is anchored by a cinematic film featuring the athletes and a group of fans making their way through the player’s tunnel to the FIFA World Cup, being held in Qatar where alcohol is restricted.

The spot uses the tunnel as a metaphor to connect fans to the emotion and anticipation the players feel before the match.

The soundtrack of the campaign is a reimagining of the iconic Tears for Fears’ anthem Everybody Wants to Rule the World.

“As sponsor of the FIFA World Cup for more than 30 years, we wanted to capture the infectious global energy of football fans everywhere to encourage people to find the conviction to go for greatness, no matter what the journey to get there might look like,” said Todd Allen, global vice president of ,arketing, Budweiser.

“Determination to overcome challenges in the name of achieving greatness, like we’ve seen countless times from Messi, Neymar Jr., and Sterling, is an inspiration to us and to fans around the world. We hope our new campaign reminds fans that no matter what stands in your way, the world is yours to take.”

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