????大家觀看世界杯的同時，不妨留意一下各大公司的廣告。在呼喚世人一起走進世界杯的音樂背后，是收款機點鈔的聲音。據麥肯錫（McKinsey）調查發現，國際足聯（FIFA）將獲得14億美元贊助收入。而相比2010年南非世界杯，本屆世界杯的廣告開支增加了40%。雖然各大公司不會披露具體的開支情況，但ESPN世界杯決賽時段30秒廣告的價格預計約為300,000美元。贊助世界杯這樣的全球賽事對于期待進軍海外市場的公司來說格外具有吸引力。《財富》美國500強公司（Fortune 500）自然也不會放過這樣的機會。下面是本屆世界杯的四家《財富》美國500強贊助商，我們來看看他們想向全世界消費者傳達什么樣的信息。

????Visa公司

????《財富》美國500強排名：238

????2013年收入：118億美元

????廣告：心馳所向

????世界杯是全球一家的盛宴，不論你是小丑，英式橄欖球球迷，諾貝爾獎得主，還是在意大利餐廳為法國隊加油的齊達內，每個人都是慶典的一份子。

????Visa公司（Visa）希望通過廣告告訴我們，世界杯在競賽中團結世界人民，并使Visa公司作為一家全球性公司而深入人心。“心馳所向”是Visa公司使用21年的“我們共同的向往”這一主題的修改版。2006年，Visa公司停止使用老版的廣告主題。

????Visa公司兌現了自己承諾。作為世界杯贊助協議的一部分，Visa公司提供了世界杯的所有支付基礎設施，在比賽場地安裝了3,000臺銷售點終端機和75臺ATM機。公司首席品牌官安東尼奧?盧西奧說：“每次世界杯之后，我們的品牌價值都會增加。”如今，人們心馳所向的同樣包括數字世界，但不必擔心，Visa沒有忘記這個領域。這家公司將超過35%的市場營銷預算用到了數字和社交媒體。本屆世界杯，Visa公司向全球電影人發放了預存25,000美元的Visa卡，供他們拍攝球迷觀看比賽的場面。

????麥當勞

????《財富》美國500強排名：106

????2013年收入：281億美元

????廣告：Gol！

????麥當勞（McDonald's）一直在努力樹立一種更健康的形象，而成為世界杯的長期贊助商，依舊是一項有效的舉措。麥當勞廣告關注的是不同年齡群體的健康：小男孩、中年婦女和老年人。所有角色都有一個共同點：對足球的熱愛（和炫酷的球技）。

????廣告的背景音樂是“Oh By Jingo”，目的也非常簡單：專注于足球，而不是食物。事實上，除了在廣告結尾出現了一個畫有足球和麥當勞標志的指示牌外，廣告中根本沒有提到這家快餐業巨頭的身影。

????麥當勞在食品營養價值方面依舊面臨壓力，因此，這種微妙的品牌推廣有助于實現它海外擴張的期望。而且，與Visa公司一樣，這則廣告會讓人們回想起麥當勞“2005年健康生活”的廣告。

????可口可樂

????《財富》500強排名：58

????2013年收入：469億美元

????廣告：The World’s Cup

????同一個世界，同一場比賽，同一種飲料。可口可樂公司（Coca-Cola）希望告訴消費者，世界杯是每一個人的世界杯，廣告的主題是四支由來自日本、東歐、亞馬遜地區和巴勒斯坦的普通人組成的球隊備戰世界杯的情景。

????今年的世界杯廣告是可口可樂史上規模最大的一次，將向175個市場投放。可口可樂公司希望在2020年底將公司業務翻一番，而其中的關鍵便是如何吸引千禧一代。可口可樂公司剛剛推出了“分享可樂（Share a Coke）”營銷活動，已在中國、日本、歐洲和俄羅斯市場啟動。在美國，可樂瓶上將印有最常用的250個名字，吸引消費者購買這些個性化的可樂瓶。這家公司通過在大可樂瓶上印上“家人”和“朋友”等標簽，來贏得消費者的青睞。

????強生公司

????《財富》500強排名：39

????2013年收入：713億美元

????廣告：由關愛，生關愛

????強生（Johnson & Johnson）希望為自己樹立起關愛消費者的形象。主題為“由關愛，生關愛”的廣告片符合這家公司“2015年健康計劃”中首次提出的有關企業公民的目標。而幾乎與足球毫無關系的世界杯廣告（只是在屏幕下方出現了一個標志）則顯得有一點冒險。身為世界杯官方醫療保健贊助商，強生公司在“Once Upon a Care”廣告中采取了這種做法。廣告長約三分鐘，主角是兒童圖書作家帕特里夏?拉金，廣告在嘗試回答這樣一個問題：“我們是否在盡力啟發孩子們關愛他人？”這則廣告對于一家中式家庭的廣告來說很有意義——只是缺少了足球元素。（財富中文網）

????譯者：劉進龍/汪皓

????As you watch the games today, keep your eyes peeled for the ads. Layered underneath the music that beckons come one, come all to the World Cup is the ka-ching of money. According to a McKinsey study, FIFA stands to make $1.4 billion from sponsorship deals, and spending is up 40% from the 2010 games in South Africa. Although companies won’t disclose their spending, 30-second ad spots for the ESPN final are expected to cost around $300,000. Sponsoring a global event like the World Cup is particularly enticing to any company looking to make headway overseas. That fact is not lost on the Fortune 500. Here are the four Fortune 500 sponsors of the World Cup and a look at what kinds of messages they are trying to send to consumers the world over.

????Visa

????Fortune 500 Rank: 238

????2013 Revenue: $11.8 billion

????Campaign: Everywhere You Want to Be

????...is the World Cup where global unity triumphs, whether you’re a clown, rugby fan, Nobel Laureate, orZidane cheering the French in an Italian restaurant.

????Visa V 0.27% is here to tell us the world is united in its rivalry, driving home the message that the company is global in its scope. Everywhere you want to be is a revamped version of Visa’s 21-year-old “It’s everywhere you want to be” theme, which was shelved in 2006.

????And Visa is making good on its promise. As part of its World Cup sponsorship, Visa provided all of the payment infrastructure for the games, installing 3,000 point of sale terminals and 75 ATMs at the venue. “Every time we measure brand value after the World Cup, it increases,” said Chief Brand Officer Antonio Lucio. These days, everywhere includes the digital world, but no worries, Visa is there too. Its shifted over 35% of its marketing budget to digital and social. And for the World Cup, Visa gave filmmakers across the world Visa cards pre-loaded with $25,000 so they could film fans.

????McDonald's

????Fortune 500 Rank: 106

????2013 Revenue: $28.1 billion

????Campaign: Gol!

????For a company attempting to conjure a healthier image, being a longtime sponsor of the World Cup continues to be a good move. The McDonald's MCD 0.17% ad focuses on fitness for a variety of age groups: a young boy, a middle-aged woman, and an elderly man. And the cast of characters are all unified by one thing: a passion for soccer (and crazy talent to go with it).

????With “Oh By Jingo” playing in the background, the aims of the ad are simple, too: keep the focus on the football, not the food. In fact, save for a sign near the ad’s end with a soccer ball and a McDonald’s logo in the middle, there’s no mention of the fast food giant.

????The subtle branding plays into the company’s desire to expand overseas and, as with Visa, is reminiscent of McDonalds' 2005 Healthy Living campaign, as it continues to face pressure about the nutritional benefits of its food.

????Coca-Cola

????Fortune 500 Rank: 58

????2013 Revenue: $46.9 billion

????Campaign: The World’s Cup

????One World, One Game…and one drink. Coca-Cola KO 0.64% wants you to know the World Cup is for everyone, as the ad focuses on scenes of four teams from Japan, Eastern Europe, the Amazon, and Palestine preparing for the World Cup.

????This year’s World Cup campaign is the largest in Coke’s history and will reach 175 markets. Coke aims to double its business by the end of the decade, and the key is wooing millennials. On a practical level, Coke just rolled out its 'Share a Coke' campaign, which has been introduced in China, Japan, Europe, and Russia. Coke bottles will sport the top 250 first names in America, inviting customers to buy personalized bottles. Coke gets the point across by labeling bigger bottles “Family” and “Friends.”

????Johnson & Johnson

????Fortune 500 Rank: 39

????2013 Revenue: $71.3 billion

????Campaign: Care Inspires Care

????Johnson & Johnson’s JNJ -0.51% wants to cast itself as the company that cares. An ad campaign dubbed Care Inspires Care fits in with its Healthy 2015 goals to address corporate citizenship for the first time. But a World Cup advertisement with little mention of soccer (except for a logo at the bottom of the screen) comes off as a bit dodgy. Johnson & Johnson, the official health-care sponsor of the World Cup, takes this route in its "Once Upon a Care" ad. Nearly three minutes long, featuring the children’s book author Patricia Larking, the ad attempts to answer the question, “Are we doing enough to inspire our children to care?” For a company actively pursuing an emphasis on family, it makes sense – lack of soccer aside.