BBC Creative stitches together a Russia World Cup epic

We sang the praises of craft in ads in a piece on creativity in the post-Sorrell world a while back and BBC Creative has shown it’s not a lost art in its epic trailer for the 2018 World Cup in Russia with creatives Xander Hart and Edward Usher crafting a wall hanging (due to go display) from 600 embroideries. Made into a film by Blinkink, directed by Nicolas Livesey.

There’s Soviet-style art and macho Russian folk music, a nod to ‘Nessun Dorma’ perhaps from the great days of 1990 (Lineker, Gascoigne etc).

But was it worth all that effort?

At first maybe not but it grows on you – unlike most ads you’ll be seeing it a lot.

Creative Usher says: “What we wanted to do at the BBC is make stuff that no-one’s really done before. If we’d just gone, ‘let’s CGI it’ it would have felt like a cop out.”

Indeed. Shows the benefit of working in-house too, not many commercial clients would go to these lengths.

MAA creative scale: 8.

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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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