Announcement of the day: Fifa 22 wormholes swallow stars including David Beckham and Kylian Mbappé
EA Sports has launched its annual campaign to promote the highly anticipated Fifa 22 video game.
“Powered by Football” stars David Beckham, Ryan Reynolds, Kylian Mbappé and Zinedine Zidane, and was released worldwide last week to the delight of fans.
The epic two-and-a-half-minute spot discusses the origin of the power of the game’s new HyperMotion technology, which accurately reproduces the real world of football. For the first time in the brand’s history, the film was designed and developed by EA Sports’ Fifa marcom team, with a creation directed by Sanam Petri, and was directed by Chris Boyle of Private Island.
“The team that developed Fifa 22 have really pushed the boundaries of expectations this season, so we wanted to bring that same energy to the job,” said Paul Marr, head of marcom creation at EA Sports.
“Beckham sparked a global football phenomenon, with the game’s fastest player Kylian Mbappe running between dimensions, and even Zidane becoming the philosopher king of football – we wanted to have fun with how far we could push ‘Powered by Football’ In work . “
The film is supported by global out-of-home (OOH) and digital purchase, with regional versions of the creation airing in various markets featuring local footballers, celebrities and talent.
The popularity of the game has grown over the past year, with many people turning to fantasy worlds to escape the mundane lockdown days, and brands have certainly taken notice with ad spend rising 17% in 2021.