Coca-Cola "signs" by Wieden & Kennedy São Paulo

The recent riots on the streets of São Paulo and Rio de Janeiro and the protests in Brasília suggest that not all of Brazil has embraced the country’s hosting of the World Cup. Given the £10 billion cost to one of the most socially inequitable countries on Earth, the anger is understandable. The challenge of making an ad that ignores this background is substantial. This spot eschews the big brash product shots in favour of showing how football can provide some degree of hope to everyday people from nations rich and poor around the world, however briefly. And that must be a positive worth taking from the forthcoming tournament.