When the U.S. men's team turfed out in the qualifying round of the 2018 FIFA World Cup, many stateside soccer fans were left without a primary rooting interest in the summer tournament. But as part of an inspired marketing initiative, Fox Sports and the genetic-research firm 23andMe are teaming up to help soccer enthusiasts select a squad that represents their ancestral origins.
Set to launch Thursday on the FS1 program "The Herd with Colin Cowherd," the 30-second "Root for Your Roots" spot features the exploits of international stars Cristiano Ronaldo (Portugal), Lionel Messi (Argentina) and Neymar (Brazil) as they're cheered on by their supporters.
"You're connected to the World Cup," the spot's narrator intones, as the montage of athletes and aficionados unspools. "You may not speak the language or have visited the country, you may not know their heroes, but we're all connected to a World Cup nation through our DNA."