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A FIFA World Cup throws up all manner of things for a player. The expectations, the unusual conditions, not to mention the added pressure of the knockout stages.

In Brazil 2014, Joe Hart needed to have complete confidence down to the very last detail. He needed to have his mind on the game. He needed to be ready for anything. Because we all know what it's probably come down to...

60” TV ad:

As you'll no doubt notice, the opening spiel was written before Joe's early exit from the tournament. Unfortunately we hadn't shot a what-if-England-get-pumped-out-before-the-third-game ending.

#tweetthegoalie online engagement

In the run up to Brazil we ran a live event on twitter to help Joe practice his penalties and build his confidence ahead of the tournament.

Fans had to tweet which square on the grid they want to shoot at. A mechanical football cannon then tried and beat Joe by firing the ball towards that spot. Anyone who successfully beat Joe won a year's supply of head & shoulders.

POS Giveaway:

We all know the English love to fly the St George's Cross. As kickoff approached and World Cup fever swept the nation, we launched the Head & Shoulders shower curtain flag. These were available instore throughout the competition.


Agency: Saatchi & Saatchi London
Copywriting/Art Direction: David Grenfell & Steve Allsopp
Creative Director: Jo Wallace
Agency Producers: Laszlo Bederna & Emma Scott
Director: Adam Mufti
Production Company: Hanrahan