According to a research study of Argentina’s most popular sports, 4 out of 10 children don’t support their father’s favourite sport team. 2 out of 10 support their mother’s.
This can be traumatic for fathers. Argentinian sports TV channel, TyCSports, wants to help these fathers deal with the pain…
…and perhaps even cure it.
So Mercado McCann launched CONVERS.O.S. (Converted) for TyCSports – a campaign of 4 TV spots and print, created by Mercado McCann, to help dads understand how this terrible blight happens and guide them on how to foster their kids’ affection for their chosen teams.
In the 7 minute core film, fathers tell their stories (no English subtitles available).
Three shorter ads provide understanding and guidance:
Credits:
Agency: Mercado McCann
Executive creative directors: Dario Rial & Diego Tuya
Creative directors: Nicolás Ochoa & Nicolás Massimino
Group account director: Agustín Coste
Account director: Victoria Rossetti
Head of production: Agustín Borgognoni
Producers: Hernan Pedros & Laila Parodi
TyCSports: Mariano Malvasio, Daniela Gaspar, Germán Vago
Son of a mother
Production house: La Doble A
Director: Watta Fernandez
Executive producer: José Arnal / AgustinGutierrez
Post producer: Luis Stafaloni
Sound and soundtrack: Twins
Post-production: Daocho
Don´t mess with the kids
Production house: Argentina Cine
Director: Mariano Llinás
Executive producer: Nano Tidone / Laura Passalaqua
Post producer: Aldo Ferrari
Sound and soundtrack: Twins
Post-production: Postmedia
Chameleons
Production house: La Doble A
Photographer: Gonzalo Lauda
Executive producer: Agustina Piñeiro
Retouching: 300 dpi
