Below is one of the few spots for the World Cup – or any sporting event – that stands out from the crowd creatively and really differentiates its brand from the crowd. It’s by Mercado McCann for Argentine TV sports channel, TyC Sports.
It’s a story about two mates, that uses well-known references about men and relationships to be universally relatable and undeniably funny.
It is built on a universal fact about mateship and football fandom. “Argentines have two unbreakable passions, soccer and friends. One of the strongest mandates that every man must fulfill, is transferring the passion for his soccer team to his son.”
It also has a purpose – or as it’s a parable, a moral – which becomes clear at the end. Spend more time with your children, or in TyC’s version in advance of the World Cup, Live soccer with your kid every day.
(One can only hope that the Spanish narration is smoother than the English translation. Look beyond this. The idea is superb.)
Agency: Mercado McCann
Chief Creative Officer: Martin Mercado
Executive Creative Directors: Diego Tuya & Dario Rial
Creative Directors: Nicolas Ochoa & Nicolas Massimino
Account Director: Agustin Coste
Director: Agustin Borgognoni