Univision unveils ad campaign for 2010 FIFA World Cup South Africa coverage.

Univision Communications Inc. unveiled its national advertising campaign for its exclusive Spanish-language coverage of the 2010 FIFA World Cup South Africa. Under the umbrella of “La Pasión del Mundial” (The Passion of the World Cup), Univision is engaging soccer fans all across the U.S. through various promotional efforts in print, outdoor media and in-theater advertising, as well as its own television, radio, online and mobile platforms.

The network, in its efforts to heighten awareness about its unprecedented FIFA World Cup coverage, has rolled out an advertising campaign in movie theaters across the country which features international superstar Shakira singing “Waka Waka (Esto es Africa/This Time for Africa),” the official 2010 FIFA World Cup song and Univision’s official theme for all of its coverage of this world-class event. The vibrant 30-second spot features images of Shakira singing, exciting soccer moments and the cultural richness of the host country of South Africa – it conveys the incredible energy of this month-long event and the passion the fans feel for the game.

To view the spot, CLICK on link below:
< http://www.youtube.com/watch?v=-7S0uJk7JxU>

In addition, Shakira is an integral part of Univision Network’s on-air campaign for its coverage of the tournament. The singer recorded exclusive promotional spots which invite viewers to live the passion of the FIFA World Cup and will run for the duration of the tournament. Shakira will appear in the opening pre-game segments for all of the 64 matches broadcast across the networks.
The advertising campaign which includes print outlets and outdoor media features the ultimate soccer fan and encourages all to live the FIFA World Cup experience on Univision with “Don’t Just Watch It, Feel It!” The outdoor campaign includes outdoor billboards and metro stations and bus posters in major markets across the country, including Los Angeles, New York, and Miami. Print advertising will run in major newspapers across the country including New York, Los Angeles, Miami, Chicago, and Houston.

“Throughout the course of 30 emotion-filled days, fans across the globe will unite in one language – passion – and here at Univision we speak their language like no other media company can,” said Alina Falcón, president of News, Univision Communications Inc. “Our promotional efforts under the umbrella of ‘La Pasión del Mundial’ reflect just that and are an invitation to all viewers to join us for unprecedented access to this highly-anticipated event, as if they were in South Africa.”