Soul and OWN&P team up for Fifa 2004 game

The football superstars Thierry Henry, Ronaldinho and Alessandro Del Piero feature in the games giant Electronic Arts' pan-European ad blitz to promote the launch of its flagship title Fifa Football 2004.

The campaign was created by Soul and EA's agency of record, Odiorne Wilde Narraway & Partners. It will be led by a television campaign running across 26 countries.

The spot, called "spotlight", highlights a key new gaming option, "off the ball control", which allows gamers to manoeuvre players not directly involved in a play by making moves such as jostling defenders and running into space.

The ad, which will run in 60-, 30- and 20-second versions, uses the football superstars to dramatise the new facility.

It opens with a shot of three helicopters above a football stadium in the dark with spotlights beaming down on the pitch. The stars are shown working as a team, doing off-the-ball tricks, with the spotlights highlighting their tactics just like in the Fifa game.

"The partnership with OWN&P worked very well," Bruce Crouch, the creative director at Soul, said.

EA, the world's biggest video games maker, is supporting the television creative work for its flagship title with press, outdoor, online and ambient executions in what Soul claims is the largest ever spend for the European launch of a software title.

According to EA, Fifa Football is the world's top-selling sports video game with more than five million units sold annually worldwide.

The ads were written by Neil Cook and art directed by Jason Fairclough of OWN&P London. Crouch was the creative director. Direction was by Stuart Douglas through Media planning and buying was handled by MediaCom.


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