"The Only Football You Can See"
2019
Client:
Tigo Millicom
The Setup
Tigo owned the broadcast rights to Paraguay's National Football League. Their competitors—Claro and Personal—didn't.
The Twist:
We turned their competitor's names into the punchline.
In Paraguay, "Claro" means "clear" and "Personal" means "personal." So we asked:
"Is it CLARO? You can only see football with Tigo."
"Don't take it PERSONAL. The football league is only on Tigo."
Then we showed what happened when you tried watching football with the competition: Chrome's offline dinosaur page. The visual said everything without saying anything.
My Role
Creative concept and campaign strategy.
The campaign worked because it did something most telecom advertising doesn't—it had a sense of humor about the competition while owning the one thing that mattered: exclusive access to the games people actually wanted to watch.
Translation:
The first translates to: "Is it CLEAR right? You can only see football with Tigo"
The second: "Don't take it PERSONAL. The football league is only in Tigo"
