The FIFA 16 "Play Beautiful" campaign by EA Games and developed by Wieden + Kennedy leverages the universal appeal of football’s artistry to position the game as more than just a sports simulator—it promises an elevated, immersive experience that celebrates the beauty and skill of the sport. By featuring iconic athletes such as Lionel Messi, Sergio Agüero, Alex Morgan, Kobe Bryant, and Pelé, the campaign aligns the product with elite performance and emotional connection to the game, emphasizing authenticity and inspiration.
Strategically, the campaign taps into the cultural and emotional resonance of football by spotlighting its most compelling aspect: the elegance and creativity of "beautiful" play. It targets gamers and football enthusiasts who value not only competitive gameplay but also the expressive and aesthetic dimensions of the sport. This insight shapes the creative direction, focusing on aspirational figures who embody excellence, bridging the gap between virtual play and real-world athletic artistry. The choice of a cinematic film format amplifies this narrative, enhancing engagement through storytelling that elevates the game into an art form.
Additionally, the campaign’s timing prior to release and multi-platform availability aims to maximize reach across core gaming audiences while leveraging the pull of exclusive content pre-orders. The substantial online engagement, reflected in over 18 million views and significant likes and comments, indicates effective resonance with its demographic. Ultimately, the campaign’s value proposition and strategy converge to reinforce FIFA 16 as the definitive football experience that invites players to “play beautiful,” connecting technical gameplay prowess with the emotional passion of the sport.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign leverages the star power of globally recognized athletes and personalities like Leo Messi, Sergio Agüero, Alex Morgan, Kobe Bryant, and Pelé, explicitly naming them in both the description and title. The core creative device is not a story arc, problem-solution, or explicit demonstration, but rather the aspirational and entertainment value derived from celebrities playing “beautiful football.” Their presence is intended to create instant association, credibility, and excitement around FIFA 16, attracting fans and signaling the game's authenticity and universal appeal. The ad’s focus is on iconic personalities’ connection with the product, a textbook use of the ongoing characters or celebrities creative format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Activision Blizzard – Positioned as a leader in immersive, multiplayer-focused gaming experiences, Activision Blizzard leverages strong franchise IPs like Call of Duty and Overwatch, emphasizing competitive eSports, expansive community engagement, and cross-platform play to maintain dominance and appeal to both casual and hardcore gamers.
2. Ubisoft – Known for expansive open-world games with rich narrative and innovation, Ubisoft differentiates through diverse genres and consistent franchise deliveries like Assassin’s Creed and Far Cry, focusing on storytelling, exploration, and player freedom to attract a broad demographic.
3. Take-Two Interactive – Marketed through its Rockstar Games and 2K labels, Take-Two excels in producing high-quality, story-driven games like Grand Theft Auto and NBA 2K, blending cinematic experiences with realistic gameplay mechanics and strong social engagement features.
4. Sony Interactive Entertainment – As a console manufacturer and game publisher, Sony focuses on exclusive, graphically impressive titles (e.g., The Last of Us, God of War) with strong single-player narratives, leveraging PlayStation’s hardware ecosystem to captivate dedicated gamers.
5. Microsoft Xbox Game Studios – Positions itself through ecosystem integration with Xbox consoles and Game Pass subscription, offering diverse exclusive franchises like Halo and Forza, emphasizing accessibility, online multiplayer, and backward compatibility to build a loyal gaming community.
Q: What is Fifaro about?
A: Fifaro is a 2015 professional campaign created by Wieden + Kennedy for EA Games and FIFA16, launched in the United States. The campaign centers on a single film asset—a TV commercial that champions the message "It’s time to Play Beautiful." Featuring global sports icons Lionel Messi, Sergio Agüero, Alex Morgan, Kobe Bryant, and Pelé, the campaign positions FIFA16 as the definitive football gaming experience. By leveraging the star power of these athletes, the campaign aims to emotionally engage both gamers and football fans, driving anticipation and pre-orders for FIFA16 across PC, Xbox One, Xbox 360, PlayStation 4, and PlayStation 3.
Q: What creative device does Fifaro use?
A: Fifaro employs the ongoing characters or celebrities creative format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This approach leverages the instant recognition and aspirational value of globally renowned athletes and personalities, including Messi, Agüero, Alex Morgan, Kobe Bryant, and Pelé, to create immediate association and credibility for FIFA16. Rather than focusing on narrative or demonstration, the campaign draws its impact from the entertainment and emotional resonance of these celebrities engaging with the product, reinforcing brand recall and broadening the game’s appeal.
Q: What is the campaign proposition for Fifaro?
A: The campaign proposition for Fifaro is to elevate FIFA16 beyond a traditional sports simulator by celebrating the artistry and skill inherent in football. By aligning the game with elite athletes such as Messi, Agüero, Alex Morgan, Kobe Bryant, and Pelé, EA Games positions FIFA16 as an authentic, emotionally resonant experience that appeals to both gamers and football enthusiasts. The campaign’s strategic focus on the beauty of the sport, combined with cinematic storytelling and cross-platform availability, aims to maximize reach and engagement, reinforcing FIFA16 as the definitive football gaming experience.
Q: How does Fifaro rank in Clapboard's archive?
A: Fifaro holds a Clapboard Campaign Score of 73/100, as assessed by Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the gaming and entertainment sector.
Q: Who are the competitors in EA Games, FIFA16's category?
A: In the gaming and entertainment category, EA Games, FIFA16 faces competition from Activision Blizzard, which leads with immersive multiplayer franchises and a strong eSports presence; Ubisoft, recognized for expansive open-world narratives and player-driven experiences; Take-Two Interactive, known for cinematic, story-rich titles and robust social features; Sony Interactive Entertainment, which leverages exclusive, graphically advanced games within the PlayStation ecosystem; and Microsoft Xbox Game Studios, which emphasizes ecosystem integration, accessibility, and a diverse portfolio through Xbox consoles and Game Pass.
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