BBC Sport released a trailer for its 2022 FIFA Men’s World Cup coverage with a trailer called ‘It’s The World Cup Though’ built around how the planet’s biggest sporting event captures the UK’s full attention and makes people do unusual things.
To build excitement ahead of the tournament and to promote the media organisation’s coverage, line-up and programming, the promo debuted on 5 November on TV and across the BBCs multiple platforms.
Focusing on the everyday distractions caused by the tournament – from arguing neighbours to jersey-wearing commuters – the promotional film captures various ways the World Cup disrupts normal life.
As the voiceover states: “We all love the World Cup. The World Cup is great. But a funny thing happens during the World Cup when we’re not really our… well, usual selves. Mothers listen less… neighbours talk too much. Employees seem less effective and employers don’t seem to care. It’s the World Cup though. Here once every four years, so why not make the most of it?” she asks at the end, invitingly.
Developed by the in-house BBC Creative unit, it was created by Tom Cauvain and Nathan Holley and helmed by Director Jeff Low via Biscuit Filmworks.
The World Cup kicks off in Qatar on 20 November and reaches climax with the final on 18 December and UK fans can follow the tournament live across TV, iPlayer, Radio, Sounds and Online.
The video rolled out in harness with the unveiling of the BBC’s full tournament programming. The national broadcaster is sharing TV coverage of the tournament in the UK with ITV and will cover 33 live games on BBC TV and iPlayer and every single match on BBC Radio 5 Live – beginning with the hosts opening game against Ecuador, as well as Wales v Iran and England v Wales.
Alongside live game coverage, the BBC will also present a series of documentaries, podcasts and other content throughout the tournament.
The channel’s presenter team includes Gary Lineker, Gabby Logan, Mark Chapman and Kelly Cates, with expert analysis from Alan Shearer, Rio Ferdinand, Micah Richards, Alex Scott, Jermaine Jenas, Ashley Williams, Ian Rush, Danny Gabbidon, Dion Dublin, Chris Sutton and Izzy Christiansen, plus World Cup winners Jürgen Klinsmann and Gilberto Silva, alongside Vincent Kompany, Didier Drogba, Laura Georges, Pablo Zabaleta and Mark Schwarzer.
“For Qatar 2022, the BBC will unite across TV, radio and online to deliver our most comprehensive and holistic World Cup offering yet,” commented Director of BBC Sport Barbara Slater. “England’s opener, Wales’ key game against Iran and the huge home nations clash between Wales and England are all exclusively live on the BBC. Our non-stop coverage and content will be brought to viewers and listeners by an unrivalled squad of the best presenters, ex-players and experts. Together, they will offer all football fans the very best insight, commentary, analysis and entertainment.”
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The BBC’s promo spot follows on from co-broadcaster and rival ITV’s campaign – which rolled out in October – which featured e tournament throughout the years, was fronted by regular ITV pundits Ian Wright and Eniola Aluko and was conceived by ITV Creative’s Alex Dickinson and Joe Kerrigan and directed by Glenn Kitson through Iconoclast UK.
Interestingly, the BBC film kicks-off the broadcaster’s entire World Cup campaign and coverage and yet makes no mention of host nation Qatar.
Despite the excitement and hype, the tournament has been dogged by negative press since the moment Qatar won the bid: with numerous allegations of bribery between the Qatar bid committee and FIFA members, plus criticisms of the state’s lack of gender and sexual equality, human rights abuses linked to the tournament organisation, as well as the late seasonal re-organisation.
Protests have been held by players (last week Australian players released a collective statement against Qatar’s human rights record), national governing bodies and sportswear brands (such as the Danish FA and kit partner Hummel’s muted kit launch), as well as by ambushers (like BrewDog’s Anti-Sponsor campaign).
This isn’t even the first time the BBC has avoided mentioning the host country in a sports event promo film: earlier in 2022 its ‘Beijing Winter Olympics’ video didn’t name host country China.
It also follows in the footsteps of previous notable BBC Sport promos including its Birmingham 2022 Commonwealth Games ‘It’s A Brum Thing’, ‘Summer Of Women’s Sport’, ‘Tokyo 2020 Olympic Games’, ‘Who Blinks First’, as well as its Women’s World Cup ‘Change The Game’ spot, and Russia 2018 ‘History Will Be Made’ and ‘Pride Of A Nation’.
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