What is it with ITV and FOX Sports trying to imitate video games in their new ads to promote their respective World Cup coverage?
Sure, the younger demographic is a desirable audience to target. But instead of creating a World Cup trailer or commercial that carries emotion or does something creative, what you get is a commercial that feels like a cheaper imitation of the next FIFA video game ad from EA Sports.
In ITV’s trailer, the UK broadcaster encourages viewers to forget all of the dark days of England’s miserable performances in the World Cup. The quick editing and special effects do little to cover up what is a really a very uncreative concept to promote the world’s greatest sports tournament. Is that really the best they can do?
Thankfully, ITV made some better decisions when they announced their talent that will be bringing the World Cup to viewers in the UK. Mark Pougatch and Jacqui Oatley will be the hosts. They’ll be joined by studio pundits Gary Neville, Ryan Giggs, Roy Keane, Ian Wright, Lee Dixon, Eniola Aluko, Patrice Evra, Henrik Larsson, Martin O’Neill, Slaven Bilic and Mark Clattenburg.
The commentators will be Jon Champion, Clive Tyldesley, Sam Matterface and Joe Speight as well as co-commentators Glenn Hoddle, Ally McCoist and Iain Dowie.
Now why can’t ITV’s World Cup trailer be as good as their talent?!