“Believing is Magic” is the duo’s message to soccer fans everywhere ahead of the tournament which begins on November 20.
Coca-Cola, one of the official Qatar World Cup sponsors, has released the "Believing is Magic” campaign as part of its “Real Magic” platform.
According to Brad Ross, VP of Global Sports & Entertainment Marketing for The Coca-Cola Company, soccer is the place where magic happens. No matter how unlikely a certain outcome is, people can believe in it until the very end.
The one-minute campaign video features a girl daydreaming about her team winning the world cup. After she buys a bottle of Coca-Cola, she catches a slip that looks like Qatar World Cup tickets, but is instead a Coca-Cola official partner wrapper. She slips into the fantasy of her national soccer team’s victory and the celebration erupts. Crowds take to the streets to share in a sense of community over the national team’s success, spreading the brand message of togetherness.
WPP displays masterful advertising in “Believing is Magic” by avoiding any spoken lines. By doing so, the ad breaks down language barriers and can portray any supporter of any team across the globe.
No matter which country the viewer is from, they can enjoy the sense of community and the fantasy of their team winning the world cup.
Coca-Cola red dominates the ad, and is the only clue as to who the real winning team is.
Three additional digital films will support the one-minute video, and additional promotional materials will become available oncd the tournament begins. Coca-Cola will also release promotional packaging and unique product design that encapsulates “team colors and shared promises.”