The Life Plot: Soccer as an emotional device in Peruvian advertising during the 2018 World Cup in Russia

This study analyzes how Peruvian advertising campaigns carried out in the months leading up to the 2018 FIFA World Cup in Russia use various elements associated with mythical religious imagery and exchange practices. This research takes a qualitative approach and uses techniques such as content and discourse analysis, applied to award-winning advertising and marketing campaigns whose central narrative focuses on the Peruvian national soccer team. After 36 years, the Peruvian team had the opportunity to participate in a World Cup again, but one of its key players, Paolo Guerrero, might not be able to participate due to a suspension. On the other hand, fans had to travel to Russia and cover their living expenses during key dates, and these costs were considerably more expensive than in Peru. These circumstances created potential narratives that were exploited by brands, in which elements such as sacrifice, nostalgia, and national unity were key. The main finding is that, narratively, these campaigns proposed a much more powerful plot twist in the lives of consumers, since audiovisual narratives do not have a narrative turn that is relevant and have a strong focus on social media.