A Havas Creative football campaign for radio station, Cadena SER Radio, has bonded Spain’s football fans to its leading shows. Spanish sports program,El Larguero, on radio station, Cadena SER, is THE place for football fanatics. On its 35th anniversary it showed how closely aligned it was with its listens with the campaign, El Larguero on the pitch, that captured the passion and approach to football of host, Manu Carreño’s, programme in a truly spectacular manner. The campaign also included a new advertisement, on Cadena SER’s Spanish sports program, Carrusel Deportivo, directed and presented by Dani Garrido, Wherever there is football, Dani Garrido will be there.
El Larguero on the pitch featured a manifesto etched on a football pitch using the same chalk as the field markings, that sums up the way of understanding, informing and narrating football that has characterised the show ever since it began.
The message reads, “The final whistle marks the beginning. Lights low and tempers high, each debate a set piece of unbridled passion. Because the Beautiful Game has to be told beautifully. This is ‘El Larguero.’ This manifesto is emblazoned in chalk over the entire surface of a football pitch, one of the many such pitches in countless places all over the world that forge a passion for football from an early age.
The choice of the C.F. Campo Real football stadium to present this manifesto is a reminder of the programme’s devotion to grassroots football, which is enjoyed in local stadiums with the same fervour found in the major leagues and reflected the values that El Larguero has upheld since its origins – a genuine commitment to sport and a unique way of telling its story full of passion and respect.
Havas Creative called on a team of mural artists to create the artwork. It required three days of work, 600 kg of chalk and 3,500 square metres of painted surface area to depict the letters of the manifesto, some of which are over 10 metres tall.
The OOH action that turned a football pitch into an out-of-home medium was organised by Havas Media. The campaign extended to a range of football-related settings, including advertising posters in the street and on transport networks, large digital screens and buses in the surroundings of football stadiums in Madrid, Barcelona and Seville. There is also a large billboard near the Santiago Bernabéu Stadium, along with presence on social media, YouTube and other programmes apart from the PRISA Group’s own channels.
Fede Botella, creative director at Havas Creative, stated, “It’s been a privilege for the team to create this campaign for such an iconic radio show, which has been on the air for 35 years now. We wanted to capture all its devotion and passion for football in a unique way that visually communicates how deeply ingrained these values are on the show.”
The Carrusel Deportivo radio show’s new spot, Wherever there is football, Dani Garrido will be there, premiered on the Movistar network on September 27. This audiovisual piece reflects how football arouses intense emotions and how football fans view life in a unique way.
The 20-second spot shows a young man who turns everything he touches into football and sees him take on an unexpected opponent. The story emphasises that regardless of the time or place, wherever there is football Dani Garrido and the Carrusel Deportivo team will be there with their characteristic passion and professionalism to tell the story, “Because it takes Carrusel Deportivo to live football like this”.
Óscar Ocaña, director of marketing and innovation at PRISA Media owner of Cadena SER, said that “a good game of football is not only an enjoyable experience, it all also contributes good things to society. Now more than ever, it’s a healthy way to share good times together. That’s where Cadena SER comes in, bringing all the emotion and excitement of the live commentary during the Carrusel Deportivo show and the passion and entertainment of the post-match analysis on the El Larguero show. These two campaigns reflect a certain way of understanding and experiencing football, both on and off the pitch.”
Credits:
EL LARGUERO:
Client: Cadena SER (El Larguero)
Customer Team: Óscar Ocaña, Laura Madera, Lucía Fernández
Creative Agency: Havas Creative
Creative Team: Nacho Soria, Diana Casadiego, Fede Botella, Daniel Albadalejo, Javier Pulpón, Eva Cruz, Loreto Marrero, Javier Astray, Marco Di, Álvaro de la Calle
Accounts Team: Nerea Santacreu, Elena Moreno, Alejandro Torreblanca
Production Team: Raquel Pérez, Cristina Viver
Producer: Vinuesa Films & Tour Films
Director: Eduardo Vinuesa Díaz
Producer: Santiago Winer
Artistic Production: Vasito de Leche Studio
Photography: Blanca Martín Secades
Post-production: Ignacio Leonardi
Media Agency: Havas Media
Media Team: Mónica de Santos & Josep Tarragó
CARRUSEL DEPORTIVO:
Client: Cadena SER (Carrusel Deportivo)
Client Teamr: Óscar Ocaña, Laura Madera, Lucía Fernández
Creative Agency: Havas Creative
Creative Team: Nacho Soria, Diana Casadiego, Fede Botella, Daniel Albadalejo, Javier Pulpón.
Accounts Team: Nerea Santacreu, Elena Moreno, Alejandro Torreblanca
Production Team: Raquel Pérez, Cristina Viver
Producer: Vietnam
Director: Tony Prado Lorenzo
