PSN Puts World Cup Commercials on the Map for Russia 2018
World Cup Fever begins and brands have been clamouring to speak to the huge audiences set to watch the football action starting in Russia this month. World Cup commercials are being commissioned in countries around the globe, but in a worldwide tournament, fraught with rivalries and fronted by some of the hardest to reach talent on the globe, how do you know where to shoot?
PSN calls on its production partners from around the world to share their insights on what countries are getting through the group stages at pitch. In the first in a series of World Cup features they speak to Albert Soler, Service EP at PSN Spain, the critical local support for a recently released Lay’s spot featuring Lionel Messi.
Q> Why did the shoot for ‘Lays Re-United’ happen in Spain?
PSN Spain> We’ve shot with Messi before and have experience working with him. When it comes to sporting talent you need to have more than good equipment, you need flawless pre-production. Their schedules won’t allow for mistakes or a re-shoot. Messi lives in Barcelona so we’re able to make sure we had the maximum time possible for the shoot.
Q> This campaign is destined for delivery in several countries. How did you ensure you had time to shoot all of the versions?
PSN Spain> In global campaigns there are a lot of markets to satisfy. You just need to be sure and make the client aware of everything that could happen on the day. In particular, they must know what is achievable in the time frame that they have with the talent. You can only do this if you have a lot of experience working with footballers.
Q> What is your top tip for working with footballing talent?
PSN Spain> It’s important to be involved from the very beginning to ensure your narrative and outcome are achievable. You have to have the talent and the post production schedule front of mind in pre-production or it can be disastrous. Once you know it, you just have to be ready and rehearse as much as possible to have the perfect choreography the day you shoot.
Q> What were the biggest challenges in this production besides time?
PSN Spain> There were quite a few different cast members involved who also needed to be coordinated perfectly in the strict time schedule we had.
Q> What was it like shooting with Messi??
PSN Spain> Messi is probably the most professional celebrity we’ve ever shot with. He is as demanding of his performance on screen, as he is with himself when he is playing soccer. He also expects the same diligence from the crew on the day and it makes for a tight production!
