Head Butt is the Butt of Jokes and Ads

As the 2010 FIFA World Cup starts tomorrow, talk of the most remembered moment of the 2006 World Cup — or, perhaps, any World Cup, for that matter — was sure to return in a cloud of jokes and ad campaigns. So it should come as no surprise that an online betting company used the Zinedine Zidane's head butt on Marco Materazzi in the tournament's final match four years ago as the basis for a series of ads promoting its World Cup services.

Adidas is launching an ad campaign for its F50i football boot, and begins with this TV and cinema spot (directed by Rupert Sanders) which introduces the graphic novel style that runs throughout the whole campaign. The spot stars the ever-enigmatic Zidane as a mysterious storyteller in search of the perfect football team. Zidane's journey begins in Buenos Aires, where he seeks out the Barcelona FC player Lionel Messi, aka The Spark, and reveals the story behind Messi's alter ego. The graphic novel look also appears in the posters for the campaign. Further content accompanying will be released online at adidas.com/football over the summer.

Watch your Mouth with a Reporter

An interview with a reporter can be a nerve-wracking experience, especially if you have never done it before, writes Shannon Cherry, a well known publicist. But even experienced interviewees sometimes make a flub here and there – even the president of the United States. It was leaked by ABC News Anchor Terry Moran on Twitter that President Obama called Kanye West a jackass. Sure, the news professional was wrong not honoring an off the record comment but the seasoned interviewee should have known better. But just in case he’s reading this, here’s a rundown of the do’s and don’ts when dealing with the press. The No-No’s • Giving gifts: Don’t try to persuade reporters by promising or offering gifts for coverage or favorable coverage in a story they’re already doing. It will probably result in negative coverage in light of your failed attempt. • Off the record: Don’t say anything you do not want to see or hear later. Even if you tell the reporter the information is off the record, you would be a fool to think it couldn’t end up in the paper. Reporters have other sources and can use your tip to get one of them to talk instead. • You’ll see it when you see it: Don’t ask the reporter to show you the story before it prints. This can be considered offensive and counterproductive for journalists. How would you feel if someone asked you to look over your work before it was done? It’s just not nice. Yes, Yes! • I don’t know: You don’t know everything. A reporter knows this and will understand if you don’t have an answer to his or her questions. A good practice though, is to say you will find out the answer and get back to them, and actually do it. If you say you’ll do it and don’t, you’ve earned a spot on the no-no list. • Murphy’s Law says tell the truth: This is common sense rule that often goes overlooked. If you lie to make yourself look good now, it could definitely hurt you later when you are caught. Don’t cause an unnecessary crisis. • Be prepared: In advance, brainstorm some possible questions you are expecting to be asked and be ready to answer them. If you are asked a question you aren’t prepared for, it is fine to ask for a minute to think about it. It is better to take a minute than answer a question hastily and forget your message or point you are trying to make with the interview.