Sony soccer ad: Feel what they feel

Sony Australia is the latest major brand to unveil its World Cup marketing campaign.

The ad – with the message “Feel what they feel” – features Socceroos Tim Cahill and Lucas Neill and a cast of hundreds.

The ad shows the pair going about their training routines in the build up to June’s tournament, shadowed by dozens, then hundreds, then thousands of supporters.

Most of Sony Australia’s advertising work is carried out by Euro RSCG.

Update: The campaign was created by Saatchi & Saatchi.


  • TITLE: ‘Feel what they feel’
  • AGENCY: Saatchi & Saatchi Sydney
  • CREATIVE: Neal Fairfield (Strategist), Michael Barnfield (Copywriter), Nic Buckingham (Art Director),
  • Steve Back (Executive Creative Director)
  • AGENCY PRODUCER: Kate Whitfield
  • DIRECTOR: Matt Palmer

Update 2: As one of our commenters has pointed out, the ad bears a remarkable resemblance to a celebrated Adidas ad for the Beijing Olympics:


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