ESPN World Cup Ads: Group C

To promote the coverage of this year’s World Cup, ESPN and their ad agency Wieden+Kennedy commissioned the South African artist collective AM I  Studios to create 32 posters depicting the 32 countries participating in the World Cup.


Algeria beat Egypt to qualify for the World Cup and famously celebrated by sitting on top of the goal, an event referenced in this poster. Additionally, the foxes in the background are a reference to the team’s nick name, Les Fennecs (The Desert Foxes).

England‘s stars, including Wayne Rooney, are depicted dragging the legacy of England’s 1966 World Cup win. Perhaps the stone ’66 is meant to be a reference to Stonehenge?

Slovenia forward Milivoje Novakovič is depicted here shortly after slaying the Russian bear in qualifying rounds. During the qualify tournament Novakovič scored five goals.

The United States team are depicted reenacting the famous Emanuel Leutze painting Washington Crossing the Delaware.  Vice-Captain Landon Donovan stands in for Washington, fitting as Donovan is the all time leading American goal scorer and perhaps the best known American player. Captain Carlos Bocanegra and forward Jozy Altidore appear to flank Donovan. Meanwhile, goalie Tim Howard is holding the Stars and Stripes behind Donovan.

About Michael Darling
Collector of the interesting and absurd.

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