SBS Let’s All Play Some Football

SBS, the Australian broadcasting network, is running a three minute television commercial celebrating the cultural and linguistic diversity of football fans around the world. SBS coverage of the 2010 FIFA World Cup, online at, is associated with the words, “One world, one game, one hope, one team”, referring to the broadcast of the game in eleven languages. The chant, filmed in Argentina, Brazil, Spain, Netherlands, UK, South Africa and Japan, features nine different languages. The One World campaign is also running on SBS Radio, with expressions of the campaign in digital, direct marketing, outdoor and experiential work.

South Africa fan in SBS One World commercial

Click on the image below to play the One World video.

SBS Director of Marketing Jacquie Riddell said: “SBS’s approach to the World Cup is unique in a media environment cluttered by brands capitalising on World Cup Fever with high kick visuals and superstar player endorsements. We’ve taken the human approach, telling the reals stories of the game’s real-life supporters from each of the 32 qualifying teams. This unique approach by the official World Cup broadcaster breeds real excitement for audiences.”


The One World campaign was developed at US Sydney (Razor) by executive creative director Josh Moore, art director Adrian Ely, copywriter Nigel Clark, director of photography Jason Hargreaves, agency producers Roy De Giogio and Cate Stewart, account director Alex Tracy, editor Sam Wilson.

Post production was done at Cutting Edge. Music and sound were produced at Nylon Studios.