National team sponsor Banco de Chile has reunited the country’s heroic miners, who spent 69 days trapped underground in 2010, to star in a rousing campaign to support the nation’s team at the World Cup and drive awareness of the bank’s partnership.
Led by a TV spot, developed with agency Prolam Y&R, which sees the men return to the mine and stand shoulder-to-shoulder with group spokesman Mario Sepulveda who delivers a rousing and passionate patriotic speech.
The format mimics that of a manager’s team talk and the speech includes the following words:
‘We were trapped in this place for 70 days. The earth had swallowed us and it was there, where we had to prove what we were made of. We knew that outside, there were millions of Chileans waiting for us, and this dirt, was witness to it all. Thats why we will take this dirt to the pitch where OUR team will practice to fill it with hope and courage. And to show the world, that for a Chilean nothing is impossible. Spain is difficult, Ireland (err not Ireland surely) is difficult, the group of death does not scare us! We do not care about death! Because death has not beaten us before!’
The miners then each collect a fistful of dirt from the mine that almost killed them, and put it in jars to send to the team to be poured wherever they play in Brazil.
Commenting on the initiative, Sepulveda said he hopes the miners will be an inspiration to the team to battle through their group until the end.
‘My message to our Chile team is that we’re going to win. They have the talent and a whole country behind them and they must battle until the end,’ he said.
‘There are harder things in life and you can conquer them. Chile will not only pass to the second round, but it will surprise everyone.’
The spot is the spearhead of the bank’s umbrella ‘Para Un Chile’ (‘For Chile’) World Cup support campaign, which is built around a web platform – http://www.paraunchilenonadaesimposible.cl/ –
which includes a ‘Making Of’ short film
as well as a second, follow up spot, fronted by former national team star and Real Madrid striker Ivan Zamorano who was tasked to bring the dirt as a metaphor for ‘hope and courage’ to the team’s training ground in Belo Horizonte in Brazil.
The campaign message for the team is ‘Nothing is impossible for a Chilean’: a tagline that sounds like an adidas ad despite the team actually linking with Puma for its kit partnership deal.
Comment
The World Cup invariably turns up powerful, emotional ads from across the globe, but few will top this spot.
The side need all the support they can get.
As, despite boasting superstars such as Juventus’ Arturo Vidal and Barcelona’s Alex Sanchez, Chile find themselves in the so called Brazil 2014 ‘group of death’ along with World Champions Spain, 2010 finalists The Netherlands and Australia.
The video is hoping to help the team’s chances, which so far are not looking great, as they face off defending champions Spain and 2010 finalists Netherlands in their first round of the tournament.
Link
‘Para Un Chile’ Campaign Website
http://www.paraunchilenonadaesimposible.cl/
Banco de Chile Campaign YouTube
https://www.youtube.com/watch?v=tmLmWiqSVS8
Banco de Chile Website
Chile National Team Website
Brazil 2014 World Cup Website
FIFA website
