Are brands the new entertainers? With the 2014 World Cup kicking off in June, it feels like the answer is a definite yes, at least for the next couple of months. One after the other, World Cup brand partners, such as Coke, Nike, or Hyundai, are releasing breathtaking full-length TV commercials starring soccer legends, this year’s most popular athletes, and aspiring players from the Brazilian favelas.

Coca-Cola Brazil Fifa World Cup 2014 from Alberto Talegon on Vimeo.

Similar to the Olympics, we can expect advertisers to capitalize on the excitement of this extraordinary celebration to create branded content that will connect consumers and communicate brand values more effectively than traditional advertisements.

While live sports events are a perfect occasion for brands to showcase their ability to entertain the world, I think brands that are able to create something truly unique are even more fascinating.

The last time a brand really entertained me was on a Virgin America flight from New York to San Francisco. Did the airline hire Pharrell Williams for a surprise performance? No. Did it play an all new Game Of Thrones episode? No. Virgin America simply released the best in-flight safety video of all time.

In-flight safety instructions are something that all airlines must comply to, and yet Virgin is the first to have some fun with it. As the video played before takeoff, not only was every single passenger actively watching, but most were laughing and even applauded when the song ended.  It felt like we were watching Glee, while still learning things that could potentially save lives.

The genius part here is that Virgin did not need a separate event to entertain millions. The company was clever enough to realize the opportunity was there all along, and turned an airline routine into a brand experience that quickly went viral.

Don’t get me wrong, countless brands have entertained me in the past. Last year’s Beyonce Super Bowl performance sponsored by Pepsi—classic. David Beckham’s playful ads for H&M—brilliant. But I think advertisers who can reach a global audience without partnering with the hottest artist, athlete, or event are the ones who really master the art of entertainment.

Lego is another great example of a company that fully explores and utilizes the potential of its brand. The toy manufacturer brought its legendary minifigures to life in a 3D movie that is currently topping the box office and has already grossed $441.6 million worldwide.* Lego ran  its awesome trailer on Adspace Networks:

In the end, teaming up with the world’s biggest entertainers may get the brand some extra attention. However, the real challenge is making the brand the star. In this way, there is a stronger connection between the entertainment experience and the elements of the brand. Virgin America and the Lego movie were extremely successful in directly tying the entertainment factors to the brand. Well done!

*Source: Box Office: http://www.boxoffice.com/latest-news