2010 FIFA World Cup Ad "The Power of 10" ESPN

Produced by ESPN in conjunction with Wieden + Kennedy and directed by cinematographer Lance Acord (Being John Malkovich, Adaptation, Lost in Translation), “Power of Ten” celebrates the honor and burden that comes with wearing the most sacred jersey number in soccer (set to U2’s “Out of Control”).

This is the third spot released in ESPN’s “One Game Changes Everything” campaign, which consists of a total of five spots. The spots focus on the passion, traditions, rivalries and glory that are unique to the World Cup.

“Robben Island,” debuted on April 7 and focuses on the historic impact of the 2010 World Cup being held in South Africa, followed by the debut of “United” on April 21, which conveys the passion for the FIFA World Cup that unites disparate cultures (set to U2’s “Magnificent”).

AD AGENCY: Wieden + Kennedy NY
DIRECTOR: Lance Acord
AD CAMPAIGN: One Game Changes Everything
WHERE AIRING: Across the ABC/ESPN family of networks
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