Here’s a look at the variously clever, risible, audacious and at times just plain desperate attempts by non-official World Cup advertisers to align their products with one of the world’s biggest sporting events, without, you know, actually mentioning it by name.
It’s called World Cuppling. By me, anyway.
First up, Sony. The people who prepared a wraparound for our local newspaper use puns galore to allude to the World Cup. They must be sick as HD parrots to learn that Sony is, in fact, an official sponsor, and that they could have sprinkled magic World Cup soccer dust all over the place.
This next ad from 3 is actually pretty good. A totally relevant idea, with Kenneth Wostenholme’s famous quote thrown in for good measure (and far from gratuitously). I also like the way it avoids using the phrase ‘World Cup’ without the reader noticing its absence.
Seen any examples of World Cuppling? Please send them to kevincopy (at) gmail.com or leave a link in the comments section. Let’s get behind our Boys and Girls in creative departments up and down the land!