Selling World Football to a Soccer Nation

I love the series of ads that ESPN has created to promote the upcoming FIFA World Cup.

The latest (above)—featuring U2’s Bono—breaks no new ground. Yet it’s quick cuts, anthem tone and symbol-rich visuals are rousing nonetheless.

For the record, I counted more than 70 cuts in the 60-second ad. And only two contain a soccer ball. (Brilliant.)

You hooked me, ESPN: I’ll be watching.