EA Sports FC and W+K Say, 'Football Is Yours'

And the award for best performance by a geometric shape in a commercial goes to…

After dropping its ties to FIFA, EA Sports rebranded its beloved soccer title and tapped creative studio Uncommon for a fresh logo, typeface and other identity materials.

Launched in the spring, that push focused on triangles, a figure that features prominently in both the video game and IRL soccer plays. The goal, as it were, is to bind the virtual and physical sports worlds tighter than ever.

Which brings us to a campaign that drops today from Wieden+Kennedy Portland. With slapstick flair, it amusingly plucks green game-control icons from the EA Sports FC screen and puts them in some places you might not expect.

Hey, what’s that glowing thingy above my head want me to do? Ah, finish writing this post. Roger that, my pointy friend!

“From passing techniques to set plays, the shape has also been woven into the DNA of EA Sports football experiences for decades, which is why we used it to transcend the video game into the real world, ultimately showcasing how everyone is able to take possession,” the agency says.

Veteran director Nick (just call him “Soccer”) Ball lensed the spot. Note how a gameplay version of Brazilian superstar Vinicius Junior passes to a flesh-and-blood Jude Bellingham. Ah, the interface of pixels and corporeal existence! Erling Haaland—who else?—takes the final shot.

The :60 will run across TV and digital to trumpet the arrival of EA Sports FC 24. There’s OOH, too, in both traditional placements and 3D.