Cristiano Ronaldo’s Latest Ad Captures the Agony and Ecstasy of Sports Fans
Campaign for LiveScore shows how making a goal carries more meaning for sports enthusiasts
Soccer champion Cristiano Ronaldo is a frequent star of advertising for brands ranging from Nike to Coca-Cola. He makes his latest commercial appearance in the biggest ever campaign for LiveScore, a global business spanning 200 territories that provides real-time sports updates.
This is the brand’s TV ad debut, developed by London-based creative agency Wonderhood Studios and media experience agency Bicycle London after both won the business earlier this year. LiveScore has invested a seven-figure media plan into the campaign, which will air during every live Premier League broadcast this season and on the channels Sky Sports and BT Sport in the U.K.
The company has ambitious targets, aiming to reach more than 75% of U.K. soccer fans and more than 95% of “serious” supporters of the sport. The TV spot will also be supported by out-of-home activity.
He shoots, he scores
The creative idea is that a score in a game can transcend the sporting world and mean a lot more to many fans. To illustrate this, the ad transports viewers to the epic heart of a soccer game, where Ronaldo makes a shot that is watched with anticipation by people across the globe.
Set to an operatic soundtrack, the action then switches to slow motion, showing everyone from taxi drivers to caterers to priests and even astronauts as they wait for the crucial moment. After Ronaldo scores, the film speeds up again to capture the frenzied excitement of his fans.
Ronaldo premiered the ad himself on his social media channels on Friday.
Credit: Ad Week