DFGW uses animation for BBC World Cup ads.(Brief Article)

DFGW has created an animated campaign to promote the BBC's coverage of the World Cup, which concentrates on the quality of its reporting coverage.

The BBC commentators Gary Lineker, Alan Hansen, Ian Wright and John Motson all feature as Manga-style super-heroes in the campaign, alongside a phalanx of international players in the tournament.

The strategy recognises how the quality of the commentators is the key differential in rival channels' World Cup coverage. Lineker and the rest of the BBC team will go up against ITV1's Des Lynam, Ali McCoist and Terry Venables for the tournament.

Two 30- and ten-second teaser ads will launch on 4 May, showing a mysterious room dotted with football memorabilia. The camera pans over a montage of famous football stars and the World Cup stadium in Korea before cutting to the strapline, 'There's only one team in it', and a shot of the BBC commentary team.

Two further executions, breaking on 12 May, show the pundits in action at a control desk, with Lineker pressing a red button to summon the players to the tournament.

The Brazilian star Rivaldo does magic tricks with a football in the streets, while David Beckham has his foot repaired. Other players start to make their way to the stadium, performing ball tricks and stunts, and passing a girl tuning into BBC Radio Five Live's coverage.