Here's two similar concepts - from the Dutch Football Federation and Lynx respectively - both positioning themselves around the passion of the World Cup, but in very different ways. Can you spot the difference? - it's very subtle.
The Dutch Football Federation puts a clever twist on the 'shirt over the head' celebration with a T-shirt that could quite easily go into actual production (even if it mines similar territory to Burger King).
Lynx's print campaign, however, doesn't focus quite so much on the face.