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Is ESPN's FIFA World Cup commercial anti-American?

The latest ESPN commercial promoting the 2010 FIFA World Cup is titled "United." It features Bono in a rambling monologue slightly resembling the style of his Rock and Roll Hall of Fame induction speech of Bob Marley. It's set to the music of U2's "Magnificent," and clips representing sundry global issues.



As a whole it comes off a being a little anti-American. Images in the commercial include Muslims praying, a foreclosed house, polar bears floating away on sheets of ice, clips of impovrished areas around the world, and an American flag pin in a bad labeled "Made in China," The clip of an American flag that's ripped and worn at one end doesn't help things either.
The commercial does get around to actually showing clips of actual games of soccer being player. But they are too brief and fleeting. There doesn't to seem to be any appearances of the US men's soccer team in the clip. One would think that in trying to get a (mostly) American audience to tune in it would help to show the home team off home team a little bit.
The idea of the clip is that the world comes together once every four years united with one purpose. That being to compete for the World Cup. Even that concept is flawed, since competing for the Cup has as much to do with the national pride of each competing nation as it does celebrating some illusionary idea of global unity.
The irony in this is that this commercial is trying to promote the World Cup to an American audience. One that has been slow to warm up to soccer a major sport despite years "soccer moms" driving their kids to soccer practice. The majority of the sports media still treats soccer on a level somewhere between a red-headed stepchild and an idiot brother-in-law.
So will a commercial that sort of comes off as slighting America help promote the FIFA World Cup to Americans? It certainly doesn't help things. ESPN should be trying to promote the US Soccer team a little more, in conjunction with the World Cup in general. A one-two punch would have served promoting the Cup on both a national and a international level. ESPN only doing the latter might backfire in the end.


Syndicated from Shirts With Random Triangles
The latest ESPN commercial promoting the 2010 FIFA World Cup is titled "United." It features Bono in a rambling monologue slightly resembling the style of his Rock and Roll Hall of Fame induction speech of Bob Marley. It's set to the music of U2's "Magnificent," and clips representing sundry global issues.



As a whole it comes off a being a little anti-American. Images in the commercial include Muslims praying, a foreclosed house, polar bears floating away on sheets of ice, clips of impovrished areas around the world, and an American flag pin in a bad labeled "Made in China," The clip of an American flag that's ripped and worn at one end doesn't help things either.
The commercial does get around to actually showing clips of actual games of soccer being player. But they are too brief and fleeting. There doesn't to seem to be any appearances of the US men's soccer team in the clip. One would think that in trying to get a (mostly) American audience to tune in it would help to show the home team off home team a little bit.
The idea of the clip is that the world comes together once every four years united with one purpose. That being to compete for the World Cup. Even that concept is flawed, since competing for the Cup has as much to do with the national pride of each competing nation as it does celebrating some illusionary idea of global unity.
The irony in this is that this commercial is trying to promote the World Cup to an American audience. One that has been slow to warm up to soccer a major sport despite years "soccer moms" driving their kids to soccer practice. The majority of the sports media still treats soccer on a level somewhere between a red-headed stepchild and an idiot brother-in-law.
So will a commercial that sort of comes off as slighting America help promote the FIFA World Cup to Americans? It certainly doesn't help things. ESPN should be trying to promote the US Soccer team a little more, in conjunction with the World Cup in general. A one-two punch would have served promoting the Cup on both a national and a international level. ESPN only doing the latter might backfire in the end.



Posted originally: 2010-04-23 15:47:00
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