Loeries takes the mickey out of Fifa

2010-03-25 08:32

The organisers of the Loeries, South Africa’s premier advertising

awards, have created a series of tongue-in-cheek adverts that ride the

coat-tails of the soccer World Cup – but carefully avoid any words or images

that relate to the event.

The cheeky ads come hard on the heels of the legal spat between

Kulula and Fifa over a series of print ads by the budget airline, which the

football body said contravened several of its trademarks.

In the end Kulula was forced to withdraw the adverts, which

described the airline as “unofficial national carrier” of the “you know what”,

and included footballs, the SA flag and vuvuzelas.

They’ve since designed a new, possibly cheekier, advert.

But Andrew Human, the Chief Executive Officer of the Loerie Awards,

was quick to deny that the Loerie ads were poking fun at Fifa or the World


“We haven’t stepped on anyone’s toes, but then we haven’t been

trying to,” said Human, adding that the awards were “not trying to benefit

financially (on the back of the World Cup)”.

But the 10 ads (to view at

http://www.bizcommunity.com/Article/196/414/45685.html), designed by Ogilvy,

Cape Town, appear to tell a different story.

Requests for comment from the agency were not immediately


“We’ve built the airports. We’ve cleaned the roads. We’ve trained

the police. And finally, the time has come, to welcome the world to the biggest

event of the year: The 2010 Loerie Awards. Be a part of history and enter your

work at www.loerieawards.co.za,” is the copy on one advert.

Another advert reads: “The 2010 stadium is ready!”, but it shows a

picture of the Good Hope Centre, the venue for the Loerie awards, with much

smaller type proclaiming: “It’s been ready since 1976”.

Human said that the main idea behind the Loerie campaign was

centred on 2010 being a “big year” for South Africa, with many “big questions”

as to whether the country would be ready.

There was a lot of “fun and irony” to the adverts, he said.

“We are (also) not taking ourselves too seriously because this is

not an event (the Loeries) that most people would consider the biggest event of

the year.”

Xolisa Dyeshana, creative director of Joe Public advertising

agency, said the Loerie adverts were done “in a lot less provocative way than

the Kulula ads... I don’t think that they will get into trouble with Fifa as

they are not using infringement words.”

But Jacques Shalom, the head of concept at Cross Colours

advertising agency which was responsible for a Nando’s World Cup radio advert,

says he does not see any difference between the Loerie and the Kulula


“I don’t see any difference in tonality between the Kulula and

Loerie adverts,” said Shalom.

But the blogosphere and Twitterverse have been far less kind to

Fifa in the wake of the big stick being waved at Kulula.

Bloggers have lambasted and mocked Fifa for its “draconian rules”,

but Twitter sites like @Fifasucks”, @Boycottfifa”, and @F*kfifa” have sprung


“Are we even allowed to tweet South Africa, ZA, Mzansi or our own

flag without paying FIFA protection money?” asked gargunzula@gregnietsky on the

@boycottfifa site.

The guide to ‘Official Marks’on the Fifa.com website contains an

extensive list of terms and emblems which are protected by the football


These include the official 2010 emblem, the official mascot,

official poster, and World Cup trophy, Words and phrases include “2010 Fifa

World Cup South Africa, 2010 Fifa World Cup, Fifa World Cup, World Cup, 2010

World Cup, World Cup 2010, South Africa 2010, SA 2010, ZA 2010, 2010 South

Africa, Football World Cup, Soccer World Cup and “any similar derivations or

combinations thereof”.


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