EA is promoting FIFA 11 with an integrated advertising campaign focused on the theme, “We Are 11″, referring to both the year and the capacity to play in all eleven team positions, including goalkeeper. The two minute TV advert follows on from How Big Can Football Get? with visual effects, Playstation, XBox and Wii players, including Wayne Rooney, Kaka, Andrés Iniesta, Karim Benzema, Mesut Özil, Petr Cech and Giorgio Chiellini. Music is “Swords of a Thousand Men” by British punk band Tenpole Tudor. The campaign is also being run in print.
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The two-minute ad was showcased on EA Sports FIFA Facebook fan page on September 17 and was screened on TV during Sky Sports 1′s Premier League match between Manchester United and Liverpool on Sunday September 19.
The FIFA 11 campaign was developed at Wieden+Kennedy Amsterdam.
Edu Pou, Wieden+Kennedy Amsterdam creative director, said: “Fifa 11 is top professional football played by fans. You can’t get better than this. Our campaign celebrates this ultimate experience, reflecting how teams of gamers add their personalities to the game and enjoy the healthy competition against their friends. With Fifa 11 football goes to 11.”
Filming was shot by director Johnny Green via Knucklehead, London, with producer Lyndsey Turnham.
Visual effects were produced at Framestore, London.