PSG the latest to join the cringe-worthy Zlatan campaign

Zlatan Ibrahimovic has been in the form of his life this season, scoring 45 goals in all competition as he leads PSG to another Ligue 1 title whilst also making a fair fight in the Champions League. The Swede’s character screams of cockyness, and as any smart brand would do, Nike took advantage of it and rolled out the #DareToZlatan campaign. We did a ‘critical analysis’ of sorts of that campaign a few weeks back, which you can read here.

As we explained in that piece, while the entire #DareToZlatan thing was good read early on, it’s intensity made it cringe-worthy and borderline embarrassing. The thing about any Social Media campaign is that it’s frequency and intensity should be maintained. Zlatan is special, but when you harp on that he is, it’s makes him a little less special and certainly doesn’t ooze of class.

That was Nike but now Paris Saint-Germain’s official Twitter account has jumped the Zlatan bandwagon as well, capitalising on his popularity ahead of the Champions League tie against Chelsea.

The picture above posted by PSG’s Twitter account, a play on the name given to Jose Mourinho, translates to “Why fear the team of the Special One when we have The Only One (referring to Zlatan there)”. That is not only cringeworthy, but it’s very unprofessional, not very clever, and put’s all the pressure on Zlatan. Yeah, we know we know, #DareToZlatan, he doesn’t do pressure….

All the campaigns around Zlatan are quality, to a point; but brands, clubs need to learn when to draw the line. It’s getting a bit out of hand now.