DAN WHITE

A certain Argentinian football player dominated the Champions League for twenty years. But when the GOAT moved to America to play for David Beckham’s Inter Miami, he would be watching the Champions League, instead of playing in it.

So we needed to tell him how and where to watch, as it's a bit different in America - the games stream on Paramount+ in the middle of the day.

So we aired a surprise message letting him know how to tune in, in a place where we knew he would be watching: during the Super Bowl. The spot was littered with clues, so he (and any other fans watching) would know who we were talking about without even saying his name.

One Show - Merit

As we couldn’t use the GOAT’s name in the spot, we used the pre-game show to start seeding the idea.

Other Big Game advertisers accidentally helped us further seed the idea.

The spot itself made international news, with publications understanding the cheekiness of the idea.