Who Is Santa In The World Cup Commercial

Jon Hamm plays Santa Claus in the spot, and he’s alerted to the uncomfortable reality that the likes of Lionel Messi and Cristiano Ronaldo are about to encroach on what normally is his “time to shine.”

But time (and, especially, a no-bid contract for the 2026 World Cup to stave off a potential lawsuit) has seen Fox embrace a winter World Cup, as its first commercial for the tournament has shown.The World Cup kicks off on November 20 and concludes on December 18, meaning the Thanksgiving and Christmas season will, for the first time ever, feature a hefty dose of World Cup soccer on the side. Hopefully Santa can find time in his busy schedule to catch a few games. Meanwhile, Tom Brady claimed that he was a soccer supporter and had a blast shooting the commercial. “I’m a huge fan of all these athletes, and seeing them perform is really special,” Brady stated. “It was great to be a part of FOX Sports’ ad campaign. So, when the games get going, I’ll be watching the world’s best compete at the highest level in the World Cup.” Fox Sports is releasing their next installment of their 2022 World Cup commercial campaign starring Jon Hamm as Santa Claus. The ad will debut on Sunday, October 9th throughout the scheduled NFL games on FOX.

The campaign began earlier this summer. FOX introduced Hamm as Santa Clause on a relaxing vacation in his ‘offseason.’ Finding out that the World Cup has moved to the holiday season, Santa ends his holiday short and races back to the North Pole to prepare for the tournament.FOX Sports President of Marketing Robert Gottlieb couldn’t resist playing off of the holiday theme for the unusually timed World Cup. “The 2022 World Cup is completely historic and unique because it’s the first time the tournament will take place during the holiday season, and our creative campaign featuring some of today’s biggest stars is focused on letting people know just how special this moment will be,” said Gottlieb.In the upcoming commercial, Hamm joins Tom Brady, Ellie Kemper, Mariah Carey and stars of the United States men’s national team. The spot supposedly continues Santa’s stresses of the World Cup taking over his winter spotlight.FIFA’s salty-snack brand sponsor Frito-Lay unveiled a new World Cup ad staring Peyton Manning and David Beckham “arguing over whether the sports should be called ‘soccer’ or ‘football,’” according to Ben Miller of the CHICAGO BUSINESS JOURNAL. The commercial was directed by Michael Bay and includes stars such as Mia Hamm, Brandi Chastain, Javier “Chicharito” Hernández, Julie Foudy and Tim Howard. The ad will “run on both television and digital” during the entire World Cup (BIZJOURNALS.com, 11/15). ADWEEK’s Jason Notte noted the commercial was “created by” the company’s in-house agency. The campaign also “includes a ‘snack card’ game” in which fans can “earn free Lay’s or Doritos for every yellow or red card a referee pulls. Fans “have to follow Lay’s and Doritos on Instagram before winning free bags of Lay’s for each yellow card and free Doritos for each red.” As the tournament progresses, other games will be rolled out including “the interactive online Pass the Ball Challenge and the Snacks Skills TikTok Challenge — where fans can share clips of themselves doing soccer tricks or eating chips in outlandish ways while using the hashtag #soccerORfootball” (ADWEEK, 11/15).Legalized sports betting is in the third inning according to Scott Warfield. The PGA Tour’s VP of Gaming says that the industry is heading in the right direction and there is plenty of opportunity. Warfield joins SBJ’s Abe Madkour and John Ourand from Orlando in this edition of SBJ Spotlight.

SBJ I Factor presented by Allied Sports features an interview with Danita Johnson, president of business operations for D.C. United and a member of Sports Business Journal’s Forty Under 40 class of 2023. Johnson talks with SBJ’s Abe Madkour about learning how to sell and to not fear change, becoming an effective manager, the importance of empathy as a leadership trait, and what to look for when evaluating job candidates. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards, such as Forty Under 40, Game Changers and others. TED LASSO JOINS FIFA FEVER: AD AGE’s Alexandra Jardine noted Ted Lasso, the fictional soccer coach from the Apple TV+ show played by Jason Sudeikis, is “cheering on the USMNT via a series of billboards that have started appearing in the players’ home towns.” The messages are “written in the voice of Lasso in a Comic Sans-esque font” and have “appeared in 27 locations across the US including San Diego, Brooklyn, Seattle, St Louis and Bergen County, N.J., and several other hometowns of both players on the team and their coach Greg Berhalter, including near some of their high schools.” The boards were “actually put up by Apple TV+ and its agency TBWA/Media Arts Lab” (AD AGE, 11/15). In the new spot, “Superfan Santa” opens on Santa Claus in the North Pole, sitting behind his desk staring at a wall of TVs showing international soccer highlights.

Robert Gottlieb, President, Marketing, FOX Sports, shared his excitement in seeing the campaign concept come to life: “The 2022 World Cup is completely historic and unique because it’s the first time the tournament will take place during the holiday season, and our creative campaign featuring some of today’s biggest stars is focused on letting people know just how special this moment will be,” said Gottlieb. “Combining the greatest sporting event in the world with the most fun and festive time of the year is a supersize gift for fans.”

From Monday, Nov. 21 through Sunday, Dec. 18, FOX Sports will present all 64 FIFA World Cup Qatar 2022 matches live across FOX and FS1 with every match live streaming on the FOX Sports app. In addition, every FIFA World Cup Qatar 2022 match will be available on-demand for free on Tubi in the U.S.

He imagines scenarios of people watching the matches as he rattles off ideas to his elves: Brady in his kitchen commenting on Cristiano Ronaldo’s play, Carey with her glam squad being far too busy given the time of year, and the USMNT passing dishes at an elaborate Thanksgiving feast. Santa realizes that the U.S. winning it all would be the best gift American fans can receive and he pictures himself leading a celebratory march down the streets of New York City.Added Hamm, “Working with FOX Sports to help set the stage for this historic winter World Cup has been a blast. Like Santa, I am also a huge World Cup fan, and I can’t wait to see the U.S. team take on the world in November. I believe!”And finally, Brady chimed, “I’m a huge fan of all these athletes, and seeing them perform is really special. It was great to be a part of FOX Sports’ ad campaign. So, when the games get going, I’ll be watching the world’s best compete at the highest level in the World Cup.”Frustrated with the change of focus around the holidays, Mrs. Claus lifts his spirits, suggesting a crowd of U.S. fans chanting in the stands are, in a way, caroling. Santa’s heart grows three times bigger as he realizes how amazing the FIFA World Cup is and the platform it provides for him to spread holiday cheer.For the first time in history, the FIFA World Cup will take place during the holiday season providing fans across America with the opportunity to watch the beautiful game on FOX Sports throughout November and December.Vale got the role of Dunkin’ Donuts’ Fred the Baker via a casting call. He was told that another actor was to be cast in the role of the baker, but was encouraged to come to the audition anyway in case he was needed as an extra. 300 actors participated in the casting call, including well-known character actor Lou Jacobi. Ally & Gargano creative director Ron Berger said that Vale got the role because of his likeability and believability: “Michael was 100% believable. He looked and talked and walked and breathed like he was a guy who got up at 4 a.m… Lou was good. But when it came to the final decision, Michael was the donut maker. After watching 300 people as Fred, Michael still made us laugh.”

Growing up in Brooklyn, New York, Vale was dubbed “the actor” by his childhood friends because of his ability to imitate ballplayers and celebrities. After serving in the U.S. Army Signal Corps in Europe during World War II, he studied at the Dramatic Workshop at The New School with classmates Tony Curtis, Ben Gazzara, and Rod Steiger.

Vale appeared in several television series, including Car 54, Where Are You? in the 1960s and The Cosby Show in 1987. On the big screen, he was a cab driver in A Hatful of Rain in 1957 and a jewelry salesman in Marathon Man in 1976. The actor described working with British leading man Laurence Olivier in Marathon Man as “the most wonderful experience of my life.”On his death in 2005, Dunkin’ Donuts released a statement, noting that Fred the Baker “became a beloved American icon that permeated our culture and touched millions with his sense of humor and humble nature.”

The character was so well-liked by Dunkin’ Donuts customers that when the character was retired as a result of moving the advertising account from ad agency Ally & Gargano to Euro RSCG, Dunkin’ Donuts surveyed its customers on how to end the character. Euro decided to explicitly acknowledge the “retirement” of Fred the Baker with a campaign that included celebrity retirees such as Bob Dole, Larry Bird, and Sugar Ray Leonard providing Fred with advice on his retirement.Michael Vale (June 28, 1922 – December 24, 2005) was an American character actor famous for being the longtime sleepy-eyed mascot “Fred the Baker” for donut chain Dunkin’ Donuts, with his famous catchphrase “Time to make the donuts.” He was featured for 15 years until he retired in 1997, having done more than 1,300 television commercials. Vale also reprised the role for commercials for the short-lived Dunkin’ Donuts Cereal. He died of complications from diabetes at age 83 in Manhattan at New York-Presbyterian Hospital, and was cremated.

One of his earliest appearances was in a summer stock production of George Bernard Shaw’s Androcles and the Lion. Vale later described his modest role: “I was thrown to the lions.”Santa Hamm is hesitant at first about sharing the holiday season with the World Cup, which, to be fair, will be an adjustment for us all considering the tournament is usually in the summer.

In a Fox press release, Hamm said: “Working with Fox Sports to help set the stage for this historic winter World Cup has been a blast. Like Santa, I am also a huge World Cup fan, and I can’t wait to see the U.S. team take on the world in November. I believe!”

But by the end of the commercial, he is embracing the chance to spread holiday soccer cheer and even the potential of the ultimate Christmas miracle: the USMNT winning the World Cup followed by a parade in New York City.

The commercial is set at the North Pole and also features Tom Brady, Mariah Carey, Ellie Kemper, and several members of the U.S. national team including Christian Pulisic, Walker Zimmerman, Weston McKennie, Tyler Adams, Jesús Ferreira, and Yunus Musah.This premium subscription level includes Soccer America Daily, Soccer on TV, Soccer Talk, the Game Report and Soccer America Confidential. Soccer America Pro members may read, share and comment on all articles from these paid premium newsletters. Become a Soccer America Pro member today to get complete website access to all articles and all discussions and receive all of Soccer America’s newsletters for just 50¢. The peculiarity of the World Cup in Qatar, which is held at the end of the year, is a headache for everyone. Players, clubs, professional leagues from around the world and even brands, who will have to distribute efforts between the event and the Christmas campaign.

That is the reason for the Fox Sports advert to promote the broadcast of the World Cup for the United States. A fun coincidence that will see Santa Claus leave before the summer retreat to start work.According to Robert Gottlieb, Vice President of Marketing for Fox Sports: “The World Cup is about a community experience, people enjoy getting together to watch the games. The fact that this year coincides with the Christmas season is an incredible opportunity to embrace that spirit. holiday in the campaign”.

“2022 FIFA Men’s World Cup: Jon Hamm” is the title of the Fox Sports advert created internally by the network itself. Popular actor Jon Hamm plays Santa Claus enjoying his summer vacation until he receives a worrying call from work. An elf informs him that this year the World Cup is not held in summer, but coincides with the Christmas season. Santa Claus realizes that it will be impossible for him to compete with such an event, with Messi, Mbappé, Cristiano Ronaldo and others as protagonists.“Ever since our first World Cup in 2015, we have looked to consistently raise the bar in our campaigns spotlighting this special group of athletes,” said Fox Sports president of marketing Robert Gottlieb.

Alex Morgan, Megan Rapinoe, Rose Lavelle, Crystal Dunn and Naomi Girma are the current USWNT stars who feature in the ad, along with former U.S. forward and current Fox analyst Carli Lloyd.

The ad, titled “USA vs. The World” features some of the USWNT’s biggest challengers at the upcoming World Cup devising ways to stop the two-time defending champions — often in humorous fashion.

The commercial will debut on Saturday during Fox’s coverage of the Belmont Stakes, followed by MLB games featuring the Boston Red Sox vs. New York Yankees and Chicago Cubs vs. San Francisco Giants.

On Friday, Oct. 7, the network launched a new promotional campaign promoting its role as English-language home for the FIFA World Cup Qatar 2022, unveiling a star-studded TV spot titled “Superfan Santa” in celebration of the hugely anticipated sporting event, which kicks off Sunday, Nov. 20 and runs through Sunday, Dec. 18.The campaign picks up on the previous spot, which featured Jon Hamm as a vacationing Santa Claus who discovers that the 2022 FIFA World Cup will be taking place during the holiday season.

Santa’s heart grows three times bigger as he realizes what an amazing platform that the FIFA World Cup will provide to spread holiday cheer, and he imagines various scenarios of people watching the matches as he rattles off ideas to his elves: Brady in his kitchen commenting on Cristiano Ronaldo’s play, Carey with her glam squad being far too busy given the time of year, and the USMNT passing dishes at an elaborate Thanksgiving feast.

Ultimately, Santa realizes that America winning it all would be the best gift that U.S. fans can receive, and he pictures himself leading a celebratory march down the streets of New York City, coming to accept that sharing the holiday season the World Cup is the holiday gift that keeps on giving.The spot opens with Santa in the North Pole, sitting behind his desk staring at a wall of TVs showing international soccer highlights and becoming frustrated with the change of focus around the holidays. Mrs. Claus tries to lift his spirits, suggesting a crowd of U.S. fans chanting in the stands are really just Christmas carolers.

“I’m a huge fan of all these athletes, and seeing them perform is really special,” said Brady. “It was great to be a part of Fox Sports’ ad campaign. So, when the games get going, I’ll be watching the world’s best compete at the highest level in the World Cup.”

Within minutes and after a Qatari introduction, the World Cup songs began to play; from Pitbull’s We are one, Shakira’s Waka Waka and Ricky Martin’s La Copa de la vida, as well as mascots from past World Cups.

Jungkook from BTS performed the song Dreamers, amidst a dance worthy of the idol. Together with the Qatari singer Fahad Al Kubaisi, which also represents, according to the organizers, a call for the unity of “all humanity, bridging differences through humanism, respect and inclusion”.Actor Morgan Freeman narrated the opening segment titled ‘The Calling’ and told viewers that ‘We all come together here in one big tribe’ as fans arrived in Doha city center for the imminent start of the world’s biggest soccer festival.

“What unites us is greater than what divides us. We are one big tribe and the Earth is our tent. Together we can make the call for everyone to unite,” the actor noted.

It’s unclear when Brady filmed the cameo, but while he’s making a joke at his expense for TV, things are starkly different in real life amid marital woes with Gisele Bündchen. A source recently told ET that Brady’s having a hard time dealing with the idea of potentially losing his family.Tom Brady’s cameo in a Fox Sports commercial promoting the upcoming FIFA World Cup in Qatar lasted all of two seconds, but that’s all he needed to make a self-deprecating joke! “Gisele has hired a divorce attorney to discuss her future plans,” the source adds. “At this point, it’s more of her decision to move things forward in this direction. Things are a bit difficult, both personally within their family, and because they both have huge assets.” As Hamm embraces the World Cup being scheduled during the holidays, he wonders if they’ll need a song to commemorate the worldwide event. That’s when Mariah, shown getting glammed up, appears and says, “Um, do you have any idea how busy I am this time a year?” which is clearly in reference to the songstress’ “All I Want For Christmas Is You” track exploding in popularity during the holiday season.

The 45-year-old NFL star appears at the halfway mark of the 1-minute commercial featuring Jon Hamm as Santa Claus. Why Santa Claus? Well, the World Cup this year is being played in the winter (the tournament kicks off Nov. 20) instead of the usual summer months to combat the intense Qatar heat.

Anyway, while Hamm’s baffled that the biggest event in the world has been scheduled smack in the middle of the holidays, he and his army of assistants — including Ellie Kemper and Mariah Carey — get to work to assemble the biggest stars on the planet. After Cristiano Ronaldo’s shown on TV celebrating a goal for team Portugal, Brady says of the 37-year-old soccer star, “He’s getting kind of old, isn’t he?” The joke’s clearly also in reference to Brady returning for his 23rd NFL season. He made a similar self-deprecating joke in a Hertz commercial.Fox Sports is launching its marketing campaign for FIFA Men’s World Cup Qatar 2022 today with a 60-second spot starring Jon Hamm as Santa Claus, who learns for the first time that he won’t be the only star of the show come the holiday season—because the World Cup will also be taking place at the same time. Fox Sports launched its marketing campaign for the FIFA World Cup today with a 60-second spot starring actor Jon Hamm as Santa Claus, who “learns for the first time that he won’t be the only star of the show come the holiday season” due to the World Cup “taking place at the same time,” according to Mollie Cahillane of ADWEEK. “‘Tis the FIFA World Cup” is the “first of three spots featuring Hamm as Kris Kringle,” and will debut during tonight’s MLB All-Star Game on Fox. The campaign was “created internally with a freelance creative director.” The first spot opens with Hamm’s Santa Claus “sitting poolside, enjoying a much-needed vacation,” when he “receives a phone call from the North Pole as elves celebrate the news that the World Cup schedule had shifted.” Hamm laments that Santa now has to “compete for attention against soccer’s biggest international stars, including Christian Ronaldo and Lionel Messi.” The second spot featuring Hamm’s Santa “will launch in September” alongside college football and the NFL, and will “continue Santa’s journey in accepting the news the World Cup is moving.” The third promo will “air closer to the World Cup.” Following the spot’s premiere during Fox’s All-Star Game coverage tonight, the network will “return after a commercial break to the coach of the USMNT, a player from the team and Hamm in attendance at the game” (ADWEEK.com, 7/19). Well, your present arrived early—today, in fact—as the network drops its second holiday-themed ad, created by an in-house team working with freelance CD Gary Van Dzura and veteran director Wayne McClammy.The first commercial in the series broke in July. It cast Hamm as Santa Claus, miffed that this year’s soccer spectacle runs from Nov. 20 to Dec. 18, with all 64 matches airing across Fox properties—stealing attention from his special season.

Hamm’s been gifting fans all year long with some superb ad performances for Apple TV+ (which McClammy also directed) and Progressive (wooing Flo). He’ll also provide the lead voice in Grimsburg, an animated sitcom launching on Fox in 2023.Now, however, he’s adjusting his attitude, with help from perky Mrs. Claus (Kemper), self-deprecating NFL GOAT Brady (a Cristiano Ronaldo devotee, apparently), Carey (she’s too busy to sing that song, dammit!) and the entire U.S. Men’s National Team: “The 2022 World Cup is historic and unique because it’s the first time the tournament will take place during the holiday season, and our creative campaign featuring some of today’s biggest stars is focused on letting people know just how special this moment will be,” says Fox Sports president of marketing Robert Gottlieb. “Combining the greatest sporting event in the world with the most fun and festive time of the year is a supersize gift for fans.” From Sunday, Nov. 20, through Sunday, Dec. 18, FOX Sports will present all 64 FIFA World Cup Qatar 2022 matches live across FOX and FS1, with every match livestreaming on the FOX Sports app. “Breakfast, Lunch and Winners” (8 and 11 a.m., 2 p.m. ET) start times will provide fans with a new morning routine through the Round of 16.

The press release continued, “FOX Sports’ ‘Superfan Santa’ opens on Santa Claus in the North Pole, sitting behind his desk staring at a wall of TVs showing international soccer highlights. Frustrated with the change of focus around the holidays, Mrs. Claus lifts his spirits, suggesting a crowd of U.S. fans chanting in the stands are, in a way, caroling. Santa’s heart grows three times bigger as he realizes how amazing the FIFA World Cup is, and the platform it provides for him to spread holiday cheer. He imagines scenarios of people watching the matches as he rattles off ideas to his elves: Brady in his kitchen commenting on Cristiano Ronaldo’s play, Carey with her glam squad being far too busy given the time of year, and the USMNT passing dishes at an elaborate Thanksgiving feast. Santa realizes that the U.S. winning it all would be the best gift American fans can receive, and he pictures himself leading a celebratory march down the streets of New York City. At last, Santa accepts sharing the holiday season with the highly celebrated FIFA World Cup tournament is the gift that keeps on giving.”

The “ ‘Tis the FIFA World Cup” creative campaign was created in-house by FOX Sports marketing and led by freelance Creative Director Gary Van Dzura. For a list of credits for “Superfan Santa,” click here.

Added Hamm: “Working with FOX Sports to help set the stage for this historic winter World Cup has been a blast. Like Santa, I am also a huge World Cup fan, and I can’t wait to see the U.S. team take on the world in November. I believe!”A press release said, “In this new installment, we head to the North Pole where Emmy-nominated actress Ellie Kemper (‘The Office’) stars as Mrs. Claus. Seven-time NFL Super Bowl champion Tom Brady, and multi-Grammy-winning artist and the ‘Queen of Christmas’ Mariah Carey join the jolly duo, making can’t-miss cameos as their legendary selves. Finally, the U.S. Men’s National Team (USMNT) takes a seat at the holiday dinner table, as teammates Christian Pulisic, Walker Zimmerman, Weston McKennie, Tyler Adams, Jesús Ferreira and Yunus Musah join in on the fun.” The spot makes its network premiere Sunday, Oct. 9, across the FOX NFL schedule.And finally, Brady chimed, “I’m a huge fan of all these athletes, and seeing them perform is really special. It was great to be a part of FOX Sports’ ad campaign. So, when the games get going, I’ll be watching the world’s best compete at the highest level in the World Cup.”

“Superfan Santa” will debut at 1 p.m. on Sunday during Fox’s broadcast of the NFL match-up between the Tampa Bay Buccaneers and the Atlanta Falcons and air across Fox’s NFL schedule.“It was great to be a part of Fox Sports’ ad campaign. So, when the games get going, I’ll be watching the world’s best compete at the highest level in the World Cup.”

The spot, directed by Wayne McClammy, opens with Santa sitting at his desk in the North Pole staring at a wall of TVs showing soccer highlights, concerned with the change of focus around the holidays.Mrs. Claus, played by Ellie Kemper attempts to lift his spirits, with a bit of a fib that fans chanting in the stands are “kind of” singing carols. Santa eventually comes around with some World Cup spirit.

Hamm added: “Working with Fox Sports to help set the stage for this historic winter World Cup has been a blast. Like Santa, I am also a huge World Cup fan, and I can’t wait to see the U.S. team take on the world in November. I believe!”If all you want for Christmas is Jon Hamm, Tom Brady, Mariah Carey, and Ellie Kemper, then a new ad from Fox Sports pitching its FIFA World Cup coverage has you covered.

With the FIFA World Cup taking place (unusually) in November this year, Fox Sports’ World Cup campaign revolves around the idea that it’s competing for attention with the holiday season. And more specifically, with Santa.The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.

In the second in a series of spots that kicked off in September, Jon Hamm plays a slighty paranoid version of Saint Nick himself, accompanied by Ellie Kemper (“The Office”) as Mrs. Claus and a star studded array of cameo appearances, including Mariah Carey and Tom Brady. While he’s worried about the world’s biggest sporting event competing with the holidays, she’s more entrepreneurial and points out that it could be a good thing: lots of soccer-themed presents, for example, holiday lights and even themed cookies. Santa eventually pictures himself leading a celebratory march down the streets of New York City.”The 2022 World Cup is completely historic and unique because it’s the first time the tournament will take place during the holiday season, and our creative campaign featuring some of today’s biggest stars is focused on letting people know just how special this moment will be,” said Robert Gottlieb, president, marketing and Fox Sports. “Combining the greatest sporting event in the world with the most fun and festive time of the year is a supersize gift for fans.”

Those matches run from Nov. 20 through Dec. 18. Which, of course, is traditionally Santa’s most wonderful time of the year. And the bearded one does not savor the prospect of sharing the spotlight.

The first of three ads, created in-house, broke during last night’s Major League Baseball All-Star Game. Hamm-as-Santa relaxes poolside, only to have his summer reverie ruined when an elf calls with unsettling news: