Produced by ESPN in conjunction with Wieden + Kennedy and directed by cinematographer Lance Acord (Being John Malkovich, Adaptation, Lost in Translation), Power of Ten celebrates the honor and burden that comes with wearing the most sacred jersey number in soccer (set to U2s Out of Control). This is the third spot released in ESPNs One Game Changes Everything campaign, which consists of a total of five spots. The spots focus on the passion, traditions, rivalries and glory that are unique to the World Cup. Robben Island, debuted on April 7 and focuses on the historic impact of the 2010 World Cup being held in South Africa, followed by the debut of United on April 21, which conveys the passion for the FIFA World Cup that unites disparate cultures (set to U2s Magnificent).
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: May 7, 2010 through June 11, 2010