TV 2, the 2022 FIFA Men’s World Cup television broadcaster in Denmark, promoted its tournament coverage through a campaign called ‘4:0’ which was built around the men’s national team’s famous 4-0 victory against Wales in the knockout phase of UEFA Euro 2020.
Leveraging the fact that this win has gone down in history for Danish fans – many of whom now often chant ‘4, 4, 4, 4-0’ during games – the Danish television station used it as the core theme of its campaign hyping its tournament programming.
The hero commercial, which ran on the media company’s own channels and across its digital and social platforms, travels back into Danish history to drive home the fact that the 4:0 result has become part of the country’s footballing folklore. The spot includes battle scenes, royalty, miracles and the Danish flag itself: legend has it that the Danish flag itself first fell from the sky during a battle in Estonia in 1219.
The ad is both a tribute to the Danish national team and its football fans and offers an ironic perspective on history and the patriotism that is so often part of a major international football tournament.
TV 2 Denmark – 4-0 from Bacon on Vimeo.
The hero spot was supported by additional social content running across the media company’s own platforms.
20. november – 18. december er det tid til VM i fodbold – og det danske herrelandshold er med. TV 2 er klar med stærkeste hold, når VM bliver fløjtet i gang, og vil dække den særlige begivenhed kritisk, journalistisk og sportsligt https://t.co/m9atOHJv3E #vmdk #tv2 #FIFAWorldCup
— TV 2 Danmark (@tv2danmark) November 16, 2022
The promo was created by agency TV 2 Creative, helmed by Director Jakob Marky and produced by Bacon.
“This day in age, we should allow ourselves to poke a bit of fun at nationalism. Let us not take our history too seriously,” said Director Jakob Marky.
The team at agency TV 2 Creative that worked on the campaign included Creative Director Chaga Signe Bruun Boye, Creatives Sebastian Zamorski, Nicolai Dimon and Kristian Vestergaard, Brand Manager Jesper Andersson, Producer Charlotte Refslund Thomsen and Project Manager Mette Skogmann.
The director was Jakob Marky, with Executive Producer Samuel Cantor, DoP Kasper Wind and Production Manager Nicholas Perry. The service company in Budapest was Film Force, with Service Producer Barni Hutlassa, Service Production Manager Eszter Fixek, 1st AD Juli Nagy, Production Designer Magdolna Varga, Wardrobe Stylist Mária Glaser, Editor Ben Canny (of Art Official Agency), Sound Designer Kevin Koch (of Koch Middelhart), Post Producer Eli Mari Sandal, VFX Producer Ola Jacob Nestande, VFX Supervisor Jonas Ussing, Animator Stine Sørensen and Colourist Julien Alary.
Comment
Whether its origins lie in myth or reality, the Danish flag is widely recognised as the world’s oldest national flag.
TV 2 has a strong track record for inventive and comical sports marketing campaigns and one recent standout example of this approach was its 2022 Winter Olympic funny and pessimistic ‘Danish Underdogs’ campaign.
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