Produced by ESPN in conjunction with Wieden + Kennedy and directed by cinematographer Lance Acord (Being John Malkovich, Adaptation, Lost in Translation), United conveys the passion for the FIFA World Cup that unites disparate cultures (set to U2s Magnificent). This is the latest spot in ESPNs One Game Changes Everything campaign, which consists of a total of five spots. The first spot, Robben Island, debuted on April 7 and focuses on the historic impact of the 2010 World Cup being held in South Africa. Future spots focus on the passion, traditions, rivalries and glory that are unique to the World Cup.
AD AGENCY: Wieden + Kennedy NY DIRECTOR: Lance Acord AD CAMPAIGN: "One Game Changes Everything" WHERE AIRING: Across the ABC/ESPN family of networks TIME FRAME: April 21, 2010 through June 11, 2010