Guardian News & Media launches World Cup campaign

Guardian News & Media has launched an integrated advertising campaign to promote The Guardian and Observer's coverage of this year's World Cup in South Africa.

The Guardian and Observer will be producing World Cup guides, wall-charts, match day programmes, daily podcasts, match reports and 32 sports bloggers from every competing nation around the world.

Created by Wieden + Kennedy London, activity includes a 30 second TV ad to be aired across terrestrial and digital channels which will also run on  

The spot aims to convey how the world can enjoy all the footballing action a'nywhere at any time' with an animation by Argentinia's Peppermelon.

The voiceover has been provided by Guardian Football Podcast presenter James Richardson.

Richard Furness, head of newspaper sales and marketing for the Guardian and Observer, said: "Our challenge was to demonstrate the sheer breadth of our brilliant football coverage: the World Cup package we have across all our platforms is second to none.

"The month of football ads, together with a strong set of press and digital executions, brilliantly demonstrates the depth of our football coverage by showing how an iconic World Cup moment ripples across the world via Guardian & Observer journalism in all its forms."

The TV ad is being supported by a print campaign, digital escalator panels and other online activity. Media planning and buying has been handled by Omnicom's PHD.