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You could hear the panicked conversations in marketing departments around the country: A World Cup! We need to show everyone that we bloody love football too. Whack football shit everywhere, quick."

It's become another obligatory 'season' for campaigns. But the more we see, the more we're not sure it should be. There're lots of lazy, tenuous (and sometimes incongruous) football slogans plastered everywhere. A blah 'Goal!' here. A predictable 'Score' there.

If you sell something that relates to football or watching football, and you've got an interesting idea, go for it. If you sell sandwiches and are just doing it because everyone else is, maybe think again.

Cup Image 01

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