ESPN FIFA World Cup Murals
ESPN took a different approach to promoting its coverage of the 2010 FIFA World Cup to be played in South Africa from June 11 to July 11. Through its ad agency, Wieden & Kennedy, New York, it commissioned a Capetown artists group, called Am I Collective, to paint 32 murals that spoofed each of the countries participating in this year’s soccer tournament. The paintings integrated cultural themes, caricatures of real players, and visual commentary on each team’s World Cup standing. Soccer fanatics may understand the symbolic meaning of some of the depictions; the rest of us take pleasure in viewing the images.
This take-off on the famous painting of George Washington crossing the Delaware during the Revolution against Britain alludes to the fact that Team USA will face a formidable challenge in the opening group stage matches against England. The team USA boat bears the nation’s motto “E Pluribus Unum,” Latin for “Out of Many, One.”
The heist film “Ocean’s Eleven” inspired this poster showing coach Martin Olsen and the team from Denmark ready to steal the trophy.