The campaign is centered around a 60-second film depicting Fifa 2014 as an armada, with gamers from all over the world gathering together for the new edition. But unlike the usual armada with sailing ships, the Fifa 2014 armada is led by Lionel Messi in a red van, pulling behind him a set of enormous TV screens suspended by parachutes that attract a variety of gamers.
30, 20 and 10-second cut downs have also been created, as well as an interactive website housed on the EA Sports main site.
Created by AKQA, the site takes the form of an 3D map and incorporates a further series of short films. Upon entering the site, fans are greeted by Messi, who hands over the keys to the Fifa 14 van seen in the TVCs. From there, users are challenged to drive the van back to Camp Nou in Barcelona.
The ads have already been rolled out globally, following the premiere on EA’s online channels on 6 September. Since its upload on YouTube it has received over two million views.