This summer, the World Cup is happening in North America. A competition that only happens once every 4 years, is lived fully, unites nations, and, this year more than ever, brings a breath of fresh air. Billions of people will rally behind their national teams, and the French behind Les Bleus.

America is Hollywood. Blockbusters, heroes, glitter, a real show. Honestly, it couldn’t have been better. Orange and Publicis Conseil chose to play along, in their own way, by using Hollywood’s codes and adding touch of humour.

The French national football players are machines on the pitch. In front of the camera, that’s another story. Orange and Publicis Conseil chose to celebrate that, footballers that, hopefully, can’t act. Because behind the performances, stats and the pressure of the ‘big games’, there are men, clumsy, funny, human. Something Orange has always defended – Human before Technology.

Publicis Conseil and Orange puts them in movie scenes to create an entertaining and unexpected campaign, that allows fans to see their players in a new light with the message, Les Bleus are going to America. And they are not there to play act.

Major partner of the French Football Federation (FFF) since 2018 and a major support of professional and amateur football for over 25 years, Orange has built a singular relationship with the French national teams through major competitions along the years. From Les Bleus best-of in 2023, voted Best Advertising of the Year at WARC 2024, to the Women’s Euro 2025 film celebrating over a century of fighting for women’s football, Orange has never been just a sponsor. It chose to be the partner that takes a stand.

 “The World Cup is the event everyone is waiting for. We wanted to be up to the expectations but without overdoing it. We wanted to show these players that people admire, sometimes from afar, for what they truly are : imperfects, funny, living people. That is what supporting Les Bleus is for Orange. Not putting them on pedestals, but make sure they are close to their people,” stated Quentin Delobelle, Director of Commercial Communication for Orange France.

Orange presents itself as the number one teammate to the supporters, with a campaign that covers TV, VOL, social media, press, print and influence, in-store with a display designed for the occasion and a series of offers.