Fan superstitions make viewers at home feel part of the game. Always sitting in the same corner of the sofa, never washing the lucky jersey, or repeating the same menu on big match days are rituals that, for fans, have a real impact on the scoreline. Uber Eats has stepped in as the service that delivers everything needed to keep up these rituals and football passion alive in Ogilvy Spain’s campaign for the 26/27 season, underlining the delivery service’s sponsorship of Spanish football league, LALIGA.

“Superstitions are part of the unique way each fan experiences football. Together with Ogilvy, we wanted to bring those little quirks to the centre of the campaign and turn them into stories we can all relate to. It’s a very natural way to show Uber Eats’ role in those moments: being there so nothing goes wrong when the match arrives,” stated Arnaud Gouénard, head of marketing at Uber Eats Spain.

The new campaign brings back legends, Gerard Piqué and Iker Casillas, from last year’s campaign, in which their rivalry broke awareness records. This time, both are spectators of the quirky habits typical of LALIGA fans from the 20 clubs, reacting with their usual blend of rivalry to the fans’ superstitions. The fan takes centre stage; the legends provide the counterpoint.

“We wanted every ad to be unexpected, something that would make fans think: ‘That’s me’ or ‘That’s someone in my house’. The ambition wasn’t to make a single film and adapt it, but to create a collection of short, surprising stories that capture the deeply personal — and sometimes irrational — way people experience football from the couch,” commented Patricia Medeiros and Pablo Cachón, creative directors at Ogilvy.

The full campaign will cover television, digital media, and social networks through modular pieces adapted to different formats and lengths. The plan includes a specific commercial activation that borrows the football language of added time to offer tactical promotions – 2×1 deals and 50% discounts at key moments of the season.

Credits:

Client: Uber
Head of Marketing Uber Eats Spain: Arnaud Gouenard
Global Creative Director Uber Eats Spain: Florentijn Diepeveen
Marketing Manager Uber Eats Spain: María López

Creative Agency: Ogilvy
Managing Director Ogilvy Spain: María Herranz
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno & Javier Senovilla
Creative Directors: Pablo Cachón & Patricia Medeiros
Associate Creative Directors: Leonardo Marçal & Diego Canhisares
Creative Team: Neboa Fresco & Álvaro García
Managing Director: María Herranz
Account Director: Laura Gias
Account Supervisor: Natalia Vargas
Account Executive: Mª Angeles Barrios
Strategy: Mercedes Navarro
Head of Social: Blanca Martín, Sofía Martinez
Social Team: Ana Merino, Sarah Van, Lucía Abos & Gema Martin
PR and Communications: Christian Martínez & Laura Cuenca

Production: WPP Production
Director: Aaron Lago
Executive Producer: Pablo Riaño
Producers: Fran Ruiloba & Álvaro Crespo
Production from Canada, managed and post-produced by WPP Production
Director: PENSACOLA
DOP: Octavio Arias
Executive Producer: Marta Argullós
Producer: María Rubio

Music Production & Sound Design: Isilik
OM Group’s Sports and Entertainment Agency: Fuse