Every 4 years, over 25 billion people around the world watch the World Cup matches. In the TV campaign, soccer takes up so much space that it takes over other sports. With commentaries in English, Spanish, Japanese, French and even Afrikaans, this campaign is a nod to readers of The Gazette, which likes to think it is the “English voice of Montreal but also of all the allophones and numerous immigrants in the city.” Note: these messages are not computer-generated.