Latest / Presented by Speaking Human / #208: World Cup Winners & Losers

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#208: World Cup Winners & Losers · Presented by Speaking Human

• 0:00
  Speaker 1: Speeding Human.
• 0:06
  Speaker 2: Today, on Speaking Human, we blow the final whistle on
• 0:10
  Speaker 2: the twenty twenty six World Cup by shouting out some
• 0:12
  Speaker 2: of the biggest standouts and stumbles in marketing, branding, and advertising.
• 0:21
  Speaker 1: Specking Human.
• 0:29
  Speaker 3: Welcome to Speaking Human, where we simplify the world of
• 0:32
  Speaker 3: marketing for humans. I'm Shad Conley and with me is
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  Speaker 3: my co host Patrick Jubber. That's kind of like an
• 0:41
  Speaker 3: announcer introduction for you.
• 0:43
  Speaker 2: Yeah, you should have done it in Spanish. Have felt
• 0:46
  Speaker 2: more like my World Cup experience lately because I'm watching
• 0:50
  Speaker 2: it on Telemundough.
• 0:51
  Speaker 3: I would have, but you know what, what is Patrick
• 0:54
  Speaker 3: in Spanish?
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  Speaker 2: Patricio? Is that true? Yeah? Is my Spanish name in
• 1:01
  Speaker 2: high school? Well, actually it was my original Spanish name
• 1:04
  Speaker 2: in high school. Then they allowed us to pick just
• 1:07
  Speaker 2: any name, and I think I went with Tito.
• 1:11
  Speaker 3: Well that was a great choice. I would have announced
• 1:14
  Speaker 3: to you as Tito Jebber. So today we're talking about
• 1:18
  Speaker 3: the World Cup. Yeah, not necessarily in Spanish unfortunately, though.
• 1:24
  Speaker 3: I'm sure there's some sort of translate mechanism now that
• 1:29
  Speaker 3: you can use if you if you want to hear
• 1:31
  Speaker 3: us in Spanish. I'm sure there's a way I think
• 1:34
  Speaker 3: through the apps, through the podcast apps directly translate.
• 1:39
  Speaker 2: I'm pretty sure if you so desire.
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  Speaker 3: That's impressive. Well, I thought we'd kick things off here
• 1:45
  Speaker 3: today as we like to do, as we're apt to do,
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  Speaker 3: with a little World Cup trivia. You've got a few
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  Speaker 3: questions for you, Patrick, and I think I don't know.
• 1:56
  Speaker 3: I think you're gonna do all right here. Maybe I
• 1:57
  Speaker 3: think this is one you'll you'll do it. You'll do fine,
• 2:01
  Speaker 3: just fine it.
• 2:02
  Speaker 2: What is soccer called in other countries? M football? That's easy.
• 2:09
  Speaker 2: That's an easy one, Patrick, good job.
• 2:12
  Speaker 3: Yeah, probably a slightly higher difficulty level than that. But
• 2:15
  Speaker 3: you know, I try to keep it relatively. You know,
• 2:18
  Speaker 3: we're not experts here, so try to keep it on
• 2:21
  Speaker 3: the level. Let me know what you think. And I
• 2:24
  Speaker 3: do have multiple choice if you need it.
• 2:27
  Speaker 2: I like that better. I always like multiple choice because
• 2:30
  Speaker 2: you know, when you're put on the spot.
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  Speaker 3: Yeah, it's hard, we'll go with them. We'll play the
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  Speaker 3: multiple choice. I thought you would like that. It makes
• 2:37
  Speaker 3: you feel a little better. It's the comfort of knowing
• 2:39
  Speaker 3: the answers at least out there.
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  Speaker 2: Yeah, yeah, it's true.
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  Speaker 3: All right, So let's get going. I got I have
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  Speaker 3: four questions for you. Oh so okay, four chances to
• 2:50
  Speaker 3: show how smart.
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  Speaker 2: You are, one for each year before it, you know,
• 2:55
  Speaker 2: because it's every four years. Is that why you did it?
• 2:58
  Speaker 3: Yeah?
• 2:58
  Speaker 2: Yeah, exactly, that's exactly I did. All right. I'm already
• 3:03
  Speaker 2: on a winning streak because I need that tear. Yeah,
• 3:06
  Speaker 2: all right.
• 3:07
  Speaker 3: Question one? How many FIFA World Cups have been held
• 3:12
  Speaker 3: including this year's tournament? Is the answer? A twenty one,
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  Speaker 3: B twenty two, C twenty three or D twenty four?
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  Speaker 2: Oh that's so mean. Why would you give me all twenties?
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  Speaker 2: I'm just gonna go twenty one, A twenty four, A
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  Speaker 2: twenty two, twenty three, twenty three. Hey, zero out of four.
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  Speaker 3: Not a great start, but yeah, the first one was
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  Speaker 3: held in nineteen thirty. The twenty twenty six tournament is
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  Speaker 3: the twenty third held every four years, but nineteen forty
• 3:52
  Speaker 3: two and nineteen forty six canceled because of WW two.
• 3:58
  Speaker 3: All right, let's move on. That's just you know, that's
• 4:01
  Speaker 3: like a palate cleanser. That's starting things off. Question two,
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  Speaker 3: I think I think you can get this one. Which
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  Speaker 3: country has won the most FIFA World Cup titles? A? Germany,
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  Speaker 3: B Italy C, Brazil or D Argentina.
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  Speaker 2: Hmmm, I would probably go with Brazil or Argentina. Let's
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  Speaker 2: go with Argentina.
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  Speaker 3: That is not correct.
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  Speaker 2: It is Brazil. Okay, all right, your second choice. Yeah,
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  Speaker 2: I second guessed myself. I went with Argentina because of MESSI.
• 4:35
  Speaker 3: Don't let Messi get in your head, man.
• 4:38
  Speaker 1: All right?
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  Speaker 3: That was that was close. You're getting closer. This is
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  Speaker 3: better than the O for four. First question, question three?
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  Speaker 3: Which nation won the twenty twenty two FIFA World Cup
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  Speaker 3: after defeating France in one of the tournament's most memorable finals.
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  Speaker 2: Argentina Argentine.
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  Speaker 3: You don't even don't even need the choices.
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  Speaker 2: Here, Yeah, didn't need them.
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  Speaker 3: You remember that one that's fresh in your mind from
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  Speaker 3: four years ago.
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  Speaker 2: That was a fantastic game watching that.
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  Speaker 3: One on penalties after a three to three draw, So
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  Speaker 3: you're in all right. One last question here, Okay, which
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  Speaker 3: of these countries has never won a FIFA World Cup?
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  Speaker 3: Is it A England, B, Spain, C Netherlands or D France.
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  Speaker 2: Let's go with the Netherlands. It's correct, okay.
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  Speaker 3: Got it. Netherlands hasn't won it, will they ever?
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  Speaker 2: Who's to say? Who's to say?
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  Speaker 3: But you did pretty good. You got two I would
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  Speaker 3: say two and a half out of four.
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  Speaker 2: What was the half?
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  Speaker 3: Now the Brazil you know second, it was your first instinct,
• 5:54
  Speaker 3: but she didn't quite go with it.
• 5:55
  Speaker 2: I love, I love a good World Cup, Like going
• 5:58
  Speaker 2: back to probably my high school years, but knowing more
• 6:02
  Speaker 2: about the inner workings of World soccer, world football than
• 6:08
  Speaker 2: I did then, you know, like I didn't really understand
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  Speaker 2: the whole bureaucracy they dealt with, which wasn't really in
• 6:16
  Speaker 2: American soccer very much. You know, he didn't really understand
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  Speaker 2: what was going on over there.
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  Speaker 3: Yeah. I also think it's become you know, it's just
• 6:24
  Speaker 3: it's gotten bigger. It's i mean in those in probably
• 6:28
  Speaker 3: the past like twenty thirty years, it just seems like
• 6:30
  Speaker 3: with each World Cup, it seems like it grows bigger
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  Speaker 3: and bigger, becomes more the sports become more popular, and
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  Speaker 3: you know, the World Cup seems like there's more hype
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  Speaker 3: around it each time, each time it comes around.
• 6:42
  Speaker 2: Yeah, so I thought I would talk a little bit,
• 6:44
  Speaker 2: you know, since we're talking about World Cup marketing and
• 6:47
  Speaker 2: the winners and losers, we talked about doing a little
• 6:50
  Speaker 2: background on you know, the business of the branding with
• 6:56
  Speaker 2: the World Cup and it being quote unquote official branding.
• 7:01
  Speaker 2: So the World Cup is not just the biggest soccer
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  Speaker 2: event on the planet, it is one of the biggest
• 7:06
  Speaker 2: marketing stages in the world. FIFA, the organization that organizes
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  Speaker 2: the World Cup, positions the tournament as a global marketing
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  Speaker 2: platform that reaches humans in more than two hundred countries,
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  Speaker 2: and its commercial partner system is built around this one
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  Speaker 2: core premise exclusivity. Official partners get access to FIFA marks,
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  Speaker 2: stadium exposure, official publications, hospitality, promotional opportunities, broadcasts, ad opportunities,
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  Speaker 2: and protection from ambush marketing. That last part is a
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  Speaker 2: pretty big deal because FIFA's entire sponsorship model depends on
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  Speaker 2: making sure official partners are the only brands that can
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  Speaker 2: appear connected to the tournament. According to FIFA, ambush marketing
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  Speaker 2: includes brands trying to benefit from the attention around the
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  Speaker 2: event without authorization, whether that's through ads, promotions, ticket giveaways,
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  Speaker 2: event in imagery, even their physical presence around stadiums and
• 8:03
  Speaker 2: fan zones, and FIFA says this kind of activity devalues
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  Speaker 2: the official sponsorship program. In twenty twenty six, those rights
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  Speaker 2: are massive. A Wall Street Journal report estimated that FIFA's
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  Speaker 2: corporate partners are paying a combined one point eight billion
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  Speaker 2: dollars for World Cup marketing rights, and that explains why
• 8:24
  Speaker 2: FIFA has been so aggressive about clean stadium rules, even
• 8:28
  Speaker 2: requiring venue names and non sponsor logos that disappeared during
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  Speaker 2: the tournament. For example, Sofi's Stadium became Los Angeles Stadium,
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  Speaker 2: Levi's Stadium became San Francisco Bay Area Stadium, and Jellette
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  Speaker 2: Stadium became Boston Stadium. Even smaller branded details like condiment
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  Speaker 2: labels were covered to comply with FIFA's clean stadium rules.
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  Speaker 2: And the funny twist is that some of the covered
• 8:54
  Speaker 2: up brands turned the restriction into content, and that's what
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  Speaker 2: we're talking about today. Like, for instance, Hines created unofficial
• 9:01
  Speaker 2: stadium ketchup you Let use shaving cream to cover up
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  Speaker 2: its own logo. Luman made social media content about trying
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  Speaker 2: to hide its name. We even have an article on
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  Speaker 2: Speaking Human talking about FIFA trying to make certain brands disappear.
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  Speaker 2: So we're even in the mix. We'd have to hide that,
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  Speaker 2: probably from FIFA's rules. The twenty twenty six tournament also
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  Speaker 2: gives marketers more inventory than ever before. This is the
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  Speaker 2: first World Cup with forty eight teams and one hundred
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  Speaker 2: and four matches, which means more games, more host cities,
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  Speaker 2: more travel, more fan festivals, all of it. Adweek reported
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  Speaker 2: that six billion humans were projected to watch the tournament,
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  Speaker 2: with another five million expected to attend in person. That's
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  Speaker 2: so many, so many, so many eyeballs. And the tournament
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  Speaker 2: has also spread across three countries. Like I said, we've
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  Speaker 2: got the United States this time, Canada and Mexico, so
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  Speaker 2: sixteen host cities, which makes it less like a single
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  Speaker 2: sporting event and more like a continent wide marketing tour
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  Speaker 2: and then creates huge opportunities for everyone. And one of
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  Speaker 2: the best real world examples is the FIFA Fan Festival.
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  Speaker 2: Event Marketer reported that fan festivals across the thirteen host
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  Speaker 2: cities had already reached the two million visitor mark by
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  Speaker 2: late June. So that's a little bit behind the scenes.
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  Speaker 2: I gave you a lot all at once. Set the playground,
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  Speaker 2: if you will, or set the pitch so we can
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  Speaker 2: talk about this stuff.
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  Speaker 3: Yeah no, I think that's really good. A lot of
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  Speaker 3: really good background, and it kind of shows you the
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  Speaker 3: vastness of this kind of marketing landscape when we're talking
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  Speaker 3: about the World Cup and what FIFA is kind of
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  Speaker 3: doing to keep things controlled, because, as you mentioned, the
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  Speaker 3: amount of money they're like partners have invested in this,
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  Speaker 3: and what they're willing to do and what they had
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  Speaker 3: the power to do to keep that control then contained
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  Speaker 3: has become a big part of the story.
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  Speaker 2: Yeah, to like Americans, I feel like we look at
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  Speaker 2: that and go, how can this sports body, this organization
• 11:01
  Speaker 2: dictate changing the name of a stadium in our city.
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  Speaker 2: It seems so kind of ludicrous. How does that happen? Right,
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  Speaker 2: We've never seen anything to that extent in my lifetime.
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  Speaker 2: I don't think I've seen it to this extent. You
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  Speaker 2: know what's happening there with the brands, the stadiums, the
• 11:18
  Speaker 2: cover ups on the ketchup bottles, in the condiments inside
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  Speaker 2: the stadiums, the seats, you know, like when the seats
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  Speaker 2: have logos, they're covering them up, and the massive undertaking
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  Speaker 2: that what has to happen to make that a reality
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  Speaker 2: is crazy to me to even think about, like how
• 11:34
  Speaker 2: many bodies, how many man hours it must take to
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  Speaker 2: do that.
• 11:37
  Speaker 3: Yeah, the money involved in just making those changes, And
• 11:41
  Speaker 3: I told you, I kind of like it. It's a
• 11:44
  Speaker 3: little absurd the whole thing, but I do kind of
• 11:46
  Speaker 3: like the way they're just like, we need to clean
• 11:49
  Speaker 3: this out. It's FIFA stuff, or it's nothing else, or
• 11:53
  Speaker 3: we're not going in there. I have some respect for it,
• 11:56
  Speaker 3: even though I gotta say there's something a little bit ridiculous,
• 12:00
  Speaker 3: and I think it's kind of obviously backfired a little bit.
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  Speaker 3: Like I was listening to the radio the other day
• 12:06
  Speaker 3: with my kids in the car. One of the people
• 12:08
  Speaker 3: on the radio was talking like they're kind of promo
• 12:10
  Speaker 3: was all human, no AI, And I said to my kids,
• 12:14
  Speaker 3: I was like, I never really thought it was gonna
• 12:16
  Speaker 3: be AI until they said that. That's kind of akin
• 12:21
  Speaker 3: to the World Cup. You know, They're like created this
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  Speaker 3: environment for ambush marketing. Like these brands probably weren't thinking
• 12:29
  Speaker 3: of ambush marketing until they created this whole like set
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  Speaker 3: up and made it so stringent, and now ambush marketing
• 12:35
  Speaker 3: has become a thing where everybody's thinking about doing it now.
• 12:38
  Speaker 2: Oh yeah, for sure. It's a little bit of that
• 12:41
  Speaker 2: reverse psychology, you know what I mean. There is a
• 12:44
  Speaker 2: level of like, I respect the control, the need for control.
• 12:49
  Speaker 2: It's why we build brand guidelines and style guides and
• 12:54
  Speaker 2: try to help businesses with you know, creating a voice.
• 12:58
  Speaker 2: You're trying to control sometimes the uncontrollable. So I agree
• 13:02
  Speaker 2: with you. I do appreciate that. It is the absurdity
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  Speaker 2: of it is kind of like to the lengths that
• 13:08
  Speaker 2: you go for that mission, for that control, you know,
• 13:14
  Speaker 2: kind of crazy, But yeah, I do kind of appreciate it.
• 13:17
  Speaker 2: Even like Speaking Human, we talked about this, I think
• 13:19
  Speaker 2: it was a couple World Cups ago where we talked
• 13:22
  Speaker 2: about at the time players couldn't wear Beats headphones. Do
• 13:25
  Speaker 2: you remember that.
• 13:26
  Speaker 3: That was twenty fourteen.
• 13:28
  Speaker 2: Yeah, and we were like, that's crazy back when Beats
• 13:30
  Speaker 2: was just Beats, it wasn't owned by Apple. Yeah. I mean,
• 13:33
  Speaker 2: branding is everything and advertising, so I get the like
• 13:37
  Speaker 2: trying to protect their sponsors and all that stuff and
• 13:40
  Speaker 2: their own pocketbooks. I'm sure you know, one point eight
• 13:44
  Speaker 2: billion dollars is nothing to sneeze at.
• 13:46
  Speaker 3: Nothing to sneeze at at all. If you want to
• 13:48
  Speaker 3: go back and hear us sound like little children, you
• 13:51
  Speaker 3: can listen to episode twenty of Speaking Human.
• 13:54
  Speaker 2: The early days of the cast, the early days.
• 13:57
  Speaker 3: We're now over two hundred, so today we're going to
• 14:00
  Speaker 3: do now, Right now, we're naming some of our winners
• 14:05
  Speaker 3: and losers from the twenty twenty six World Cup. It's
• 14:09
  Speaker 3: not about goals or trophies or anything like that, but
• 14:11
  Speaker 3: we're talking about in terms of marketing, branding, advertising, sponsorships,
• 14:18
  Speaker 3: whatever you want to do here. You know who you
• 14:20
  Speaker 3: think made the most or least of the global spotlight.
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  Speaker 3: Each of one of us has a winner, each of
• 14:26
  Speaker 3: us has a loser. You want to start with the winners,
• 14:28
  Speaker 3: you want to start with the losers.
• 14:29
  Speaker 2: Let's still a winner. Do you want to start with
• 14:31
  Speaker 2: a loser?
• 14:32
  Speaker 3: No? I think we should start with the winners.
• 14:34
  Speaker 2: Yeah, winners are easier. Yeah, maybe I don't know.
• 14:37
  Speaker 3: I mean we probably should have just done like our
• 14:39
  Speaker 3: top winners. But it's good to crap on the losers.
• 14:43
  Speaker 3: I'll give you mine. And you know you kind of
• 14:46
  Speaker 3: hit on it in your background. So my winner is
• 14:50
  Speaker 3: going into some of this ambush marketing. It's Levi's, Yeah,
• 14:54
  Speaker 3: who kind of turned their covered stadium sign into viral mode.
• 15:00
  Speaker 2: Mom.
• 15:00
  Speaker 3: They took the just the image of Levi's kind of
• 15:05
  Speaker 3: the outline of their logo covered up on the stadium,
• 15:09
  Speaker 3: you know, posting that on social media kind of became
• 15:13
  Speaker 3: a self aware and humorous joke. They even replaced on Instagram.
• 15:17
  Speaker 3: They're like brand cover photo with that image. I think
• 15:21
  Speaker 3: they've been using it in the stores like that. So basically,
• 15:24
  Speaker 3: without being a sponsor, without putting a lot of money
• 15:27
  Speaker 3: into it, they've taken this thing that has happened at
• 15:30
  Speaker 3: the World Cup and it's gotten them tons of coverage
• 15:33
  Speaker 3: in an authentic way that's like really connecting with people
• 15:37
  Speaker 3: that's become part of this, this moment, this event, this experience,
• 15:41
  Speaker 3: and they got it all, you know, relatively on the cheap.
• 15:44
  Speaker 3: They didn't have to make a ten million dollar commercial
• 15:47
  Speaker 3: to do it. So I think they're my top winner.
• 15:51
  Speaker 2: Yeah, and I the cover up brands is sort of
• 15:53
  Speaker 2: how I classified them in my you know, thought process, and.
• 15:57
  Speaker 3: Putting them in a bucket.
• 15:59
  Speaker 2: Yeah, Like the concept of them being quote unquote banned
• 16:04
  Speaker 2: made them more interesting than the official sponsors. They got
• 16:08
  Speaker 2: the benefit, the better benefit of being like a sponsor
• 16:13
  Speaker 2: without ever paying to be a sponsor in the in
• 16:16
  Speaker 2: the same way that the sponsors did. But you couldn't
• 16:18
  Speaker 2: ask for better publicity and coverage from that.
• 16:21
  Speaker 3: Yeah, and for a brand like Levi's It's kind of
• 16:24
  Speaker 3: like just a gift handed down to you because there's
• 16:27
  Speaker 3: not a super connection between sport soccer and Levi's. Maybe
• 16:32
  Speaker 3: they could have found one, you know, maybe they could
• 16:34
  Speaker 3: have created something, but I don't know that they would
• 16:36
  Speaker 3: have gone for that anyway, But they got this just
• 16:38
  Speaker 3: kind of gifted to them.
• 16:39
  Speaker 2: Yeah. You know the other thing about that the cover
• 16:42
  Speaker 2: up brands is like that the takeaway, like the speaking
• 16:44
  Speaker 2: human takeaway rights itself for them because the way they
• 16:48
  Speaker 2: in which they each of those brands did it, even
• 16:50
  Speaker 2: Heinz right or Gillette with the shaving cream over the sign,
• 16:54
  Speaker 2: a strong brand can still be recognized even when the
• 16:58
  Speaker 2: logo disappears. That's what we always talk about, like having
• 17:01
  Speaker 2: an identity that's strong enough that you can get rid
• 17:05
  Speaker 2: of the logo or just like the shape of the logo.
• 17:08
  Speaker 3: And just the shape the outline, right.
• 17:10
  Speaker 2: Yeah, and people recognize it. That's great branding and it's
• 17:14
  Speaker 2: a case study in and of itself. So I think
• 17:16
  Speaker 2: it's a great, great pick for sure. I thought maybe
• 17:20
  Speaker 2: mine should be something that is sort of in line
• 17:23
  Speaker 2: with yours. The cover up brands. I kind of went
• 17:26
  Speaker 2: broad with this, but I was thinking about the host cities.
• 17:29
  Speaker 2: The host cities themselves, I feel like, become brands during
• 17:34
  Speaker 2: this whole thing because it's such a big geographical area
• 17:38
  Speaker 2: that this is taking place, you know, US, Canada, Mexico.
• 17:42
  Speaker 2: The host cities really turned into their own sort of
• 17:45
  Speaker 2: brands for the event. Seattle's drone scoreboard is a great
• 17:49
  Speaker 2: example that visit Seattle turned match results into a skyline
• 17:54
  Speaker 2: event near the Space Needle, using drones to display scores
• 17:59
  Speaker 2: and flags and specific visuals. It's almost like tourism marketing,
• 18:03
  Speaker 2: and it's making the host city part of that memory,
• 18:07
  Speaker 2: you know of the match. You know, they weren't just backdrops,
• 18:11
  Speaker 2: which they would be in most cases.
• 18:13
  Speaker 1: Yeah.
• 18:13
  Speaker 3: No, that's a good one, even just the different cities
• 18:16
  Speaker 3: and the way they've found a way to make this
• 18:19
  Speaker 3: event into something bigger and promote the city in the process.
• 18:23
  Speaker 3: On this national stage with all these visitors there, I
• 18:26
  Speaker 3: think you definitely got to call them a winner. You can,
• 18:28
  Speaker 3: you could say some are maybe more winners than others.
• 18:32
  Speaker 3: I think that's pretty cool. The whole Zerone thing. I
• 18:35
  Speaker 3: didn't even know about that.
• 18:37
  Speaker 2: Yeah, I've heard, you know, just through people and grape vine,
• 18:41
  Speaker 2: people talking about the World Cup and everything is like
• 18:43
  Speaker 2: the cities, you know, all these people are coming. Yeah,
• 18:47
  Speaker 2: of course there's the foods and the culture and the
• 18:50
  Speaker 2: sight seeing. You know, you have that in other places,
• 18:53
  Speaker 2: but you know, having the world come here to the
• 18:56
  Speaker 2: US and Canada, Mexico, like, there's something very unique about
• 19:00
  Speaker 2: that in that there's lots of places for them to
• 19:02
  Speaker 2: explore that make this continent, I would say, very unique.
• 19:07
  Speaker 3: Yeah, Like you mentioned Seattle, Atlanta, Miami, Kansas City, so
• 19:12
  Speaker 3: a few different places, you know, with their own obviously,
• 19:15
  Speaker 3: every city has their kind of own unique vibes and feel,
• 19:18
  Speaker 3: and you know, when we do the Super Bowl, it's
• 19:20
  Speaker 3: like one city gets that every year, and usually it's
• 19:23
  Speaker 3: limited to like warm weather climates and stuff like that.
• 19:26
  Speaker 3: So it's cool to see quite a few different cities
• 19:29
  Speaker 3: get this, get this chance and have this. So that's
• 19:31
  Speaker 3: a good one. That's another good, good winner. So the
• 19:34
  Speaker 3: loser my worst. It's always a hard pick. You're like,
• 19:38
  Speaker 3: what's really bad compared to just bland? But the one
• 19:41
  Speaker 3: I kind of picked. I went with a commercial here
• 19:45
  Speaker 3: featuring a beloved figure, which was messy. It's the Dura
• 19:49
  Speaker 3: cel ad called the Reboot. I don't know if you
• 19:51
  Speaker 3: saw this one, Uh, huh. So the idea is, you know,
• 19:55
  Speaker 3: in the middle of a game, Messy kind of stops,
• 19:58
  Speaker 3: someone comes out open his shin guards and has to
• 20:01
  Speaker 3: change his batteries. He needs more duro cell batteries. Just
• 20:05
  Speaker 3: fell completely flat for me. This is kind of like
• 20:08
  Speaker 3: idea of Messi as a robot felt really disconnected from
• 20:13
  Speaker 3: the sport and even the player, particularly in a time
• 20:16
  Speaker 3: when like so much is going on with AI and
• 20:18
  Speaker 3: automation and a lot of people are like WHOA with that,
• 20:21
  Speaker 3: you get something like this where we're talking about one
• 20:23
  Speaker 3: of the great players that is so beloved by fans,
• 20:27
  Speaker 3: even jokingly having this concept where he's just the robot
• 20:30
  Speaker 3: running on batteries when he's really one of our probably
• 20:34
  Speaker 3: most creative players.
• 20:35
  Speaker 1: I don't know.
• 20:36
  Speaker 3: It just struck a like pretty bitter note with me
• 20:39
  Speaker 3: that I just immediately rejected, and I was like, this
• 20:43
  Speaker 3: is pretty lame.
• 20:44
  Speaker 2: I agree with that the connection isn't very natural. Sure,
• 20:49
  Speaker 2: batteries power things, but Messy it's a stretch. It's not
• 20:53
  Speaker 2: necessarily a disaster, but it's it's a stretch. I feel
• 20:57
  Speaker 2: like Messi's all over, you know, because I think we
• 21:00
  Speaker 2: had something about how MESSI appeared in nearly a quarter
• 21:03
  Speaker 2: of the biggest World Cup campaigns going into the tournament
• 21:06
  Speaker 2: or something along those lines. Because he's like rocket Fuel.
• 21:10
  Speaker 3: Yeah it's Messy or Beckham. I don't know which one
• 21:13
  Speaker 3: was in more or has popped up in more ads.
• 21:16
  Speaker 2: Yeah, Beckham's doing home Depot. We saw him doing a
• 21:20
  Speaker 2: home Depot commercial. And David Beckham is not painting his
• 21:23
  Speaker 2: own home. I could tell you that right now, right now,
• 21:27
  Speaker 2: I can with definitively tell you that. And Messi's in everything.
• 21:31
  Speaker 2: I just saw a Spider Man movie commercial with Messy
• 21:35
  Speaker 2: in it. It's just like everywhere. This is where I
• 21:39
  Speaker 2: would say, this is how my losers came in to
• 21:42
  Speaker 2: be mainly why you picked this one, because we always
• 21:46
  Speaker 2: talk about this, like brands that don't completely align or
• 21:49
  Speaker 2: connect with whatever it is that they're trying to connect
• 21:52
  Speaker 2: to whatever the event is or whatever the fat or
• 21:56
  Speaker 2: trend or meme is of the moment. It doesn't make
• 22:00
  Speaker 2: any sense to do that, so why do it? And
• 22:02
  Speaker 2: because they want to be part of the conversation.
• 22:05
  Speaker 3: We just want to be involved too.
• 22:07
  Speaker 2: So my loser is that it's just I just made
• 22:10
  Speaker 2: it kind of generic in that it's brands that tried
• 22:13
  Speaker 2: too hard to be soccer brands to be part of
• 22:15
  Speaker 2: the conversation, because like, yeah, you could post a soccer ball,
• 22:20
  Speaker 2: you can post a flag and let's go and all
• 22:23
  Speaker 2: of that, but it just blends really into the noise
• 22:27
  Speaker 2: and nothing is quite that memorable. Once in a while
• 22:30
  Speaker 2: you'll get lucky. If it's so absurd, maybe someone will
• 22:34
  Speaker 2: talk about it. It'll probably get the tension for the
• 22:36
  Speaker 2: wrong reasons. The best ones tend to be connected to
• 22:40
  Speaker 2: soccer in some way or the event. I should say, no, I.
• 22:44
  Speaker 3: Think that's I think that's a good one. I think
• 22:45
  Speaker 3: those are the ones that kind of stand There's a
• 22:47
  Speaker 3: lot that stand outs like we're just trying to do soccer.
• 22:50
  Speaker 3: I think, even like the Lays ads, which have a
• 22:52
  Speaker 3: lot of like celebrity, you know, there's like Steve Carell
• 22:54
  Speaker 3: and Will Ferrell and they feel kind of like Super
• 22:56
  Speaker 3: Bowl ads, but it's just like we just want to
• 22:59
  Speaker 3: get in on this thing, you know. And there's a
• 23:01
  Speaker 3: lot of them like that, like yes, we're into soccer now,
• 23:05
  Speaker 3: very much like just jumping on doing this thing, as
• 23:08
  Speaker 3: opposed to some of the more authentic ones like Adidas
• 23:11
  Speaker 3: did like kind of this long like Backyard Legends commercial,
• 23:15
  Speaker 3: which had like shallow made, but it felt pretty legit
• 23:17
  Speaker 3: for that brand and what that brand has done. Even
• 23:19
  Speaker 3: something like Coke, who's been part of the World Cup
• 23:23
  Speaker 3: I think going back to forever, and they had like
• 23:25
  Speaker 3: the cans with the flags on them, different way of
• 23:29
  Speaker 3: kind of like bringing it into what they actually do
• 23:31
  Speaker 3: as opposed to just being like here's an ad.
• 23:34
  Speaker 2: Yeah, that doesn't automatically make it a bad idea, but
• 23:38
  Speaker 2: it's like some of them are just trying so hard
• 23:40
  Speaker 2: to be something they're not, and then you know, not
• 23:43
  Speaker 2: all the winners are even like that great, they're just
• 23:46
  Speaker 2: doing something that's in line with their their branding normally,
• 23:50
  Speaker 2: like the Coca Cola, like it's not really a soccer brand.
• 23:54
  Speaker 2: They typically mark it around, you know, these types of
• 23:58
  Speaker 2: events like the Olympics and stuff like that, because everybody
• 24:01
  Speaker 2: loves a Coke.
• 24:02
  Speaker 3: And they are a true global brand.
• 24:05
  Speaker 2: Yeah, yeah, exactly.
• 24:08
  Speaker 3: Any others you want to mention, those were some of.
• 24:10
  Speaker 2: The big ones. Some of the other like Cores Light
• 24:14
  Speaker 2: had this thing where they were doing the Cores call.
• 24:17
  Speaker 2: It was like sort of built around the famous long
• 24:19
  Speaker 2: soccer announcer. You and I were talking about this school,
• 24:24
  Speaker 2: they did one similar but cores you know.
• 24:28
  Speaker 3: You like that or did not like that?
• 24:30
  Speaker 1: No?
• 24:30
  Speaker 2: Not not great? Not great again, stretching, stretching as far
• 24:35
  Speaker 2: as people can stretch. And I get it, like anybody
• 24:38
  Speaker 2: who's listening to this cast notes a lot of times
• 24:40
  Speaker 2: I'm trying to be Devil's advocate and I try to
• 24:42
  Speaker 2: give the benefit of the doubt, like people are just
• 24:44
  Speaker 2: trying to be creative. Sometimes the creativity though, is like
• 24:47
  Speaker 2: it's not that it's not creative, but it's not like
• 24:50
  Speaker 2: what it's a lot of just noise. And yeah, did
• 24:54
  Speaker 2: some guy on a Speaking Human podcast mention you as
• 24:58
  Speaker 2: like not a eight example? Sure? Was that good publicity?
• 25:04
  Speaker 2: I don't know, you know, who's to say. I guess
• 25:09
  Speaker 2: people hearing COR's light on the Speaking Human podcast. I
• 25:13
  Speaker 2: don't know what do you think.
• 25:15
  Speaker 3: Somewhere they came up with that. People were signed off
• 25:18
  Speaker 3: on it. So either it was like a big hit
• 25:21
  Speaker 3: in the room when they were spitballing, or they're like,
• 25:24
  Speaker 3: I don't know, we don't have anything else.
• 25:26
  Speaker 2: All right, let's go with Gary's idea. Gary, what do
• 25:29
  Speaker 2: you got? I gave it more legs in it actually
• 25:34
  Speaker 2: deserve probably.
• 25:36
  Speaker 3: Yeah, well you know in whole a lot of interesting,
• 25:41
  Speaker 3: unique and big marketing coming out of the World Cup.
• 25:45
  Speaker 3: The takeaway, lots of brands tried to make quote unquote
• 25:50
  Speaker 3: soccer marketing better. Campaigns made marketing only they could make Levi's, Ikea, Coke, Adidas.
• 25:58
  Speaker 3: You know, you talked about some of these kind of
• 26:00
  Speaker 3: groups together the cities themselves. Instead of just putting on
• 26:04
  Speaker 3: a jersey or grabbing a soccer star, you know, they
• 26:08
  Speaker 3: found a more authentic way to connect their brands with
• 26:11
  Speaker 3: the World Cup. So the takeaway, find the intersection between
• 26:14
  Speaker 3: what's happening and what your brand naturally stands for. Don't
• 26:18
  Speaker 3: force it.
• 26:19
  Speaker 2: I love that. Don't just chase the moment.
• 26:22
  Speaker 3: Yeah, let the moment chase you.
• 26:25
  Speaker 2: Oh that's nice.
• 26:27
  Speaker 3: I don't know what it means, but.
• 26:28
  Speaker 2: That's a good tagline. She use that slogan.
• 26:31
  Speaker 3: You gotta think about it.
• 26:33
  Speaker 2: Don't just chase the moment. Let the moment chase you.
• 26:38
  Speaker 3: People would be like, what does that mean?
• 26:41
  Speaker 2: I like that takeaway though, I mean, I think it's
• 26:44
  Speaker 2: sounded sound advice and something we you know, we talk
• 26:47
  Speaker 2: about all the time. Be authentic, be you, and don't
• 26:50
  Speaker 2: chase the moment. I don't know how I did this,
• 26:53
  Speaker 2: but I, uh, sort of carjacked your I called it something.
• 26:58
  Speaker 2: I don't know what you called it. Ice called it,
• 27:00
  Speaker 2: don't chase the moment like it was your words.
• 27:05
  Speaker 3: You're like, oh, yeah, exactly what you. What you're saying
• 27:08
  Speaker 3: is don't chase the moment.
• 27:11
  Speaker 2: And then you tack on this, this is why, like
• 27:14
  Speaker 2: good brainstorming, let the moment chase you. Well, we hope
• 27:18
  Speaker 2: you got a lot out of this one, and you're
• 27:20
  Speaker 2: probably listening to this on your beat headbones while you're
• 27:23
  Speaker 2: watching a World Cup game. You can't understand it because
• 27:27
  Speaker 2: maybe it's in a different language while you're watching it,
• 27:31
  Speaker 2: so you're listening to the podcast, So we applaud you
• 27:34
  Speaker 2: for that. We'll catch you on the next one. That's
• 27:37
  Speaker 2: it for this episode of Speaking Human. You can find
• 27:40
  Speaker 2: current and past episodes of the podcast on Speaking human
• 27:44
  Speaker 2: dot com.
• 27:45
  Speaker 3: We'll be back in four years with another episode of
• 27:48
  Speaker 3: Speaking Human. Catch you then, Humans
• 27:53
  Speaker 1: Speaking Human