Budweiser lance une série de documentaire pour sa campagne Rise as One

Budweiser, qui sera la marque de bière sponsor de la Coupe du Monde Fifa 2014, vient de dévoiler récemment le coeur de sa campagne, « Rise As One », dont le nom a été présenté il y a quelques semaines. En effet, la campagne Rise As One va prendre la forme d’une série de documentaires de 30 minutes chacun, en partenariat avec Fox Sports, la filiale sportive de la fameuse compagnie de Télévision américaine Fox.
L’intention assumée derrière ce dispositif est de « célébrer l’humanité et la persévérance à travers quelques unes des histoires les plus puissantes et inspirantes profondément enracinée dans le monde du football« .

Les épisodes ont déjà été tournés, sous la direction de Scott Boggins et Gabriel Spitzer et seront diffusés au Etats Unis en avant première le 25 mars puis distribués dans 55 pays. Un diffuseur au Royaume Uni sera bientôt annoncé et on attend le nom pour la France.
Voici le teaser de cette série de documentaires, on y retrouve quelques figures bien connus, comme Ronaldo ou encore Lilian Thuram :

Une vidéo qui prend la forme d’une succession d’images alternant entre différents pays mais avec le même thème le football. Une voix off présente cette série de documentaires  avec une voix classique mais accompagné d’un fond musical qui accompagne les images en crescendo, relativement sérieux voire triste au début, puis plus fédératrice et entrainante.

Budweiser joue clairement avec nos sentiments avec cette vidéo, en s’appuyant sur les aspects positifs que le football peut apporter à l’humanité. D’après les images du teaser, nous reviendrons probablement sur le football en Iran, l’épopée récente de l’équipe féminine Japonaise, la victoire en 98 de l’équipe de France et sa génération Black-Blanc-Beur avec Lilian Thuram et son combat contre le racisme. Budweiser a d’ores et déjà annoncé qu’un des épisodes reviendrait sur un fait marquant de la première Guerre Mondiale, le match de football qui avait eu lieu un soir de Noël dans les tranchées.

Derrière l’aspect philanthropique de cette série de documentaire, l’objectif de Budweiser  est de mettre en avant sa campagne « Rise as One » dans le but d’asseoir son statut de marque internationale, capable de fédérer les peuples et un événement comme la Coupe du Monde est sans doute la meilleure plateforme pour exprimer cela. Cette campagne est soutenue par un site internet dédié équipé entre autre d’un décompte jusqu’au lancement de la Coupe du Monde 2014.


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1 Rétrolien / Ping

  1. Believe As One, le film publicitaire de Budweiser pour la Coupe du Monde

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