The challenge
To provide language consultation and direction expertise to Sky Bet and their agency, Who Wot Why, for a multilingual World Cup promotion, presented by legendary commentator and brand ambassador Jeff Stelling.
Our approach
Our language and culture team replaced lines from the original English version with international equivalents, while ensuring the script flowed well in the context of the full ad, and the idiosyncratic style of the presenter. We sense-checked and made corrections to the script, incorporating English, Japanese, French, German, Spanish, Swedish and Russian phrases.
Written in the language of the World Cup Hosts, Russia, the endframe also required transcreation adjustments and, although intended for UK broadcast, we made sure that the wording would be compliant with betting industry regulations of the international markets represented in the script.
The outcome
Jeff Stelling’s charismatic delivery, skipping effortlessly between languages, leant on intonation and pronunciation coaching provided by our Head of Languages at Sky Studios, before and during the shoot, and feedback of international dialogue consultants across multiple takes and camera angles. The seamless flow of the commercial is the result of their careful attention and sign off.
Expertise required
- language and culture
