- Budweiser, the official beer sponsor for the 1998 World Cup, kicks off its advertising build-up to the tournament next week with a campaign by BMP DDB which carries the line: "One world, one game, one beer."
The campaign is made up of a series of spots, filmed all over the world, showing people of different sexes, ages and nationalities talking about the same spectacular goal. They have nothing in common except the World Cup and their enjoyment of a cold Budweiser.
Among the usual variety of male football fans are characters who would not normally be expected to talk so knowledgeably about football. These include Jewish grannies in New York discussing the merits of the 4-4-2 formation and an elderly waitress in deep conversation with two besuited customers.
Peter Jackson, the vice president of sales and marketing at Anheuser-Busch, said: "We wanted an advertising campaign which shows that, through football and Budweiser, nations are brought together. In pubs and bars all around the world, people are drawn together by a mutual and passionate intensity."
The campaign was created by Nick Gill and Ewan Paterson and directed by Trevor Melvin through Blink. Media buying is by BMP Optimum.
Phoebe Wood, the account director at BMP, said: "World Cup excitement is already starting to build, not only in Europe but in destinations as far afield as Russia, Thailand and Kenya. The films reflect the feeling that, for a short period, the whole world is in this together."