The ad is packed with images that definitely don’t reference the World Cup or 2010 or South Africa. For example, the object at the top of the page might look like a vuvuzela, but we are assured in the text that it is: “definitely, definitely a golf tee.” There’s the man who appears to be playing soccer, but is actually “putting his right foot in, his right foot out” and doing the Hokey Cokey. Which FIFA do not own. There even appears to be a South African flag (another symbol of the World Cup), except, the ad claims, it may actually be just a brightly coloured beach towel. But enough description, take a look for yourself:
Is Kulula playing with fire here? Almost certainly, and if FIFA decided to pursue this ad in the courts, then the budget airline could be in a world of pain. But it’s still fantastic that a satirical mirror is being held up the tyrannical silliness that is FIFA’s licensing laws, and long overdue. Here’s hoping they don’t like what they see.