Bravo BETC. What a knockout point of view.

Why would you watch the footy on Canal+ when you could be there? BETC puts the single most compelling reason right in front of its target market’s eyes.

Let’s assume that the footy ads in France are like the footy ads in Australia – all about “being there.”

Even the television broadcasters pump up the drama of the game play, the players, the emotion roller coaster of watching both – the same pitch, that is, as being there. Just being there, but virtually.

BETC grabbed a different opportunity to stand out in the crowd of excited voices. The ad shows the extraordinary physical feats the Canal+ cameramen achieve to ‘get the shots’. It mirrors its genre-mates (and that includes Adidas and Nike) in every way – the noise, the high drama sound track, the slo-mo squences – but with a riveting twist. The sporting ‘heroes’ are all cameramen.

And, boy, does this ad get its message across: Canal+ is the ultimate footy viewing spot. And in the unlikely event that your footy high hasn’t been fully ignited by the video, there’s also a tagline: ‘Making Sport Bigger is Our Sport’.