World Cup 2010 spectators wave their vuvuzela horns while watching the opening game between South Africa and Mexico in Durban. Photograph: Andy Rain/EPA

Now I live close to the Heathrow flight path in TW1 so I probably get used to background noise quicker than most BUT surely, surely, surely the noise and atmosphere created will be one of the key elements that will make this World Cup what it will become –special and unique. The alternative – to ban the vuvuzela – is to celebrate the generic. To long for a World Cup just like the last one and the one to come. Think about it. Ban the vuvuzela? Where would we go next? Or perhaps more pertinently, what would our memories be made of if we had previously thought like this? Let’s take to our time machines, go back to Buenos Aries in 1978 for example and outlaw ticker tape. We could then set a course for the Azteca stadium in 1986 and stop people from standing up and throwing their arms in the air. Yes it’s a simple point yet I’m amazed to see the volume of counter arguments running rampant on twitter and the wires. This World Cup will be great in spite of global brands that sponsor it and the global media owners that cover it. It will be great because of a 30-yard pile driver from someone we least expect, a dazzling piece of artistry from a Messi or Kaka, a crazed celebration from Maradona and inevitably a penalty shoot-out for England. But more than that it will be great because of what Africa and African culture brings to it. It will be great because of the vuvuzela!

By
Richard Mabbott
SVP, Planning
GyroHSR London

“Run Glasson Run” was born out of Richard’s determination to honour his mother’s legacy after losing her to cancer last summer. As part of his challenge Richard has already raced the toughest section of the Tour de France and completed an IronMan 70.3 Triathlon. After running the New York City Marathon on Sunday, he will be tasked with tackling the madness of the Hellrunner cross-country ordeal, before rounding things off in December with the off-road Helly Hansen Adventure Race.

Commenting on Richard’s challenge, Katy Chaytor, of Macmillan Cancer Support said “Richard’s legacy to his mother couldn’t be more impressive. When he recovers from his exhaustion, he should be very proud that his efforts will help so many others affected by cancer to the practical, emotional and financial support that Macmillan provides. Richard’s hard work will mean the difference between a good and a bad day for many cancer patients and we hope he’ll receive plenty of support for such an ambitious fundraiser!”

To give a donation to Richard’s extraordinary challenge please visit www.justgiving.com/glasson

By
Patrick Danaher
Marketing Manager
GyroHSR