The advertising dilema: football or politics?

By Gabriel Pittaluga, Pittaluga Abogados

2014 will be a year of intense activity in Uruguay. The nation's attention will be divided basically into two major events: the FIFA World Cup Brazil 2014 and the presidential elections.

Only six months remain before the ball starts to roll in Brazil, and Uruguayan brands and advertising agencies must decide whether to bet on football or political advertising.

While some brands have already launched their spots on Brazil 2014 and some presidential candidates begun slowly to show their publicity arsenal, the barrage of promotions will start in April and May.

For how long will they stay? At first glance it seems that the safest choice is tthe World Cup, a massive and popular event, much more in a country like Uruguay where football is the main sport and a daily topic in the streets.

But the World Cup lasts only one month and even less if Uruguay doesn´t qualify to the Round of 16: football fever will rely on the fate of the national team, something indecipherable even to the most qualified sports journalist.

In contrast the presidential election campaign has two instances, securing companies a media presence throughout the year. The primary elections for each party take place in June and once each party candidate is chosen a new president is voted in October.
It´s very clear that whatever the final choice is, surprise, efectiveness and originality in communicating with the consumer is what ultimatelly will make a brand stand out from its competitors.