Play On: Why Music's Coming Home

Last night I saw my neighbour wearing an England shirt pinning a ”Missing” poster to his front gate. His dear son, by the name Football, had been missing since Sunday - he had meant to be coming home after playing with his old friend France. But coming home, he was not. Though my neighbour perishes at the thought of his beloved son not coming home for another four years, it’s only four more years of hurt.

In the past weeks, the words of Three Lions were cultishly heard echoing around the streets of England. It’s the song that brought everyone together. An unofficial national anthem. This was the song on the streets but what were the songs on the screen?

"For a game that leaves spectators vulnerable to spine chilling euphoria and bone crushing disappointment, it’s not surprising that the accompanying adverts aspire to capture this high-octane energy and drama."

Least of all is Nike’s campaign, which centred itself on Brazil’s football culture. It’s a unanimous winner. It features the track Larga o Aço, a banger by local Rio de Janeiro based producer, Leo Justi. It’s authentic, has a clear and relevant message and the film and music bind convincingly.

Above: Nike's Vai na Brasileiragem

Coca Cola decided to take a more neutral stance with their Stock Up spot. The opening screen on their ad in fact displays a nil-nil scorecard between two anonymous teams. Although this is a case of how appealing to everyone doesn’t mean you appeal to no one, the feeling of missing a goal is relatable to any football fan. The music licence of AC/DC's Are You Ready is an equally safe bet. Not the most recognisable song but it is a familiar enough voice/style to avoid the risk of alienating.

Above: Coca-Cola's Stock Up

Celebrity endorsements are endemic across the World Cup campaigns. It makes perfect sense. The stakes are high, football holds a lot of status and brands are vying for the prestige that these names carry. This applies for music too. So when brands like Qatar Airways ask Nicole Scherzinger to sing and star in their advert, the strategy is sound. But musicians aren’t usually footballers, so what’s the justification? Scherzinger has a tenuous link to football by apparently ‘liking it’, sure. But she is also mega famous. Combine that with a famous song and the very expensive penny drops. Dancing in the Street, as made famous by Jagger/Bowie will seem relevant to anyone who was near a pub after an England game in the last couple of weeks. Bingo.

Above: Qatar Airways' Dancing in the Street

It’s all well and good when we win, but what about when we lose? Statistically, 97% of the 31 teams that played in the World Cup lost at least once. Condoms are supposedly 98% effective at preventing pregnancy. So you are almost as likely to win the World Cup as you are to be silly busy in 9 months. Given that almost everyone around the world will go home disappointed, why not market to this majority? In steps Hyundai. Similarly, the car brand have commissioned this unheard-of band called Maroon 5 to star in their campaign. It’s a ceremonially bizarre ad that feels as if it has stumbled enthusiastically into the uncanny valley. We see Adam Levine doing his best impression of Bono doing Bob Marley in the car park of a football stadium. The intention is there, but this is a bit of a misstep that will confuse even the most sober of football fans.