World Cup-sponsoring brands have, as you’d expect, been making the most of their exclusive deals. But often the more creative campaigns come from those who cheekily piggyback the occasion.
Domino’s and Wish have riffed on the ‘staying at home’ theme, signing up footballers who have missed out on the tournament, but Just Eat is trying something different. John Barnes, a memorable part of England’s 1990 squad, is shown watching a match in his front room, surrounded by pals. As he munches on a prawn cracker, said pals turn and… lick his face.
Barnes ignores the tonguings, concentrating as he is on the match. A voiceover explains that ordering through the Just Eat app will give hungry fans the chance to win a football plate, so they too ‘can lick the face of a legend’.
The ad is certainly original, while there’s a pleasing nostalgia in the concept of such a naff giveaway. Plus it’s memorably weird, of course.
Things are set to get weirder still - a new ad featuring Gianfranco Zola is imminent.