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W+K Amsterdam produces reality football epic for EA

Here’s a treat for football fans: to boost its FIFA game franchise in advance of the Ballon D’Or award to the world’s top footballer, EA Sports and agency Wieden+Kennedy Amsterdam invited British comedian Lloyd Griffith (a new one on me but he seems an affable cove) to pick the best team in the world. After consulting numerous experts, including Gary Neville and Ryan Giggs and a bloke from stats outfit OPTA.

When agencies get their mitts on football they usually go way over the top – I see that the Premier League is looking for a creative agency, cue more over-the-topness – but W+K takes an agreeably downbeat route, managing to show footballers as human beings as opposed to godlike figures.

Some surprises in Griffith’s selection too, including a certain English defender.

There’s 20 minutes of it but it stays the course.

MAA creative scale: 7.5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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