Brands use mu­sic to speak glob­ally in World Cup

The Covington News - - THE WIRE -

NEW YORK (AP) — Com­pa­nies that are ad­ver­tis­ing for the World Cup are hop­ing mu­sic will strike a chord with fans glob­ally.

Be­cause the FIFA World Cup, the in­ter­na­tional soc­cer tour­na­ment that be­gins on Thurs­day, is the most pop­u­lar sports event on the planet, ad­ver­tis­ers want to take ad­van­tage of the large view­ing au­di­ence. But the World Cup poses prob­lems for com­pa­nies that are used to mak­ing a splash at big sport­ing events like the Su­per Bowl with a pricey 30-sec­ond spot.

First off, soc­cer doesn’t have very many commercial breaks, with two 45-min­utes halves played mostly straight through. Ad­di­tion­ally, soc­cer is a global event, so it’s hard to make TV ads that trans­late across cul­tures. As a re­sult, brands — both of­fi­cial spon­sors and those that just want to cap­i­tal­ize on the event — in­creas­ingly are us­ing mu­sic to get the world’s at­ten­tion.

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