Tequila brand El Jimador is celebrating Russia 2018 with a campaigned called ‘Celebrate The Moment’ that is about both brotherly love and respect as well as football.
The Brown-Forman booze brand aims to leverage the global glut of football fever with a tournament linked marketing campaign that is spearheaded by an animated spot telling the story of soccer legend and former Mexican national player Luis Hernandez – known by his nickname ‘El Matador’.
The tequila brand doesn’t hold any official FIFA rights, but it is a national team sponsorship of the Mexican Football Association and this campaign aims to celebrate the spirit of soccer and tell a story of its power to bring people together.
In the hero ad, Hernandez shares his football memories and moments: opening with growing up playing the game he loves with and against his brother and their friendship and rivalry played out through their careers.
The 90-second spot is being promoted across all the usual online brand channels from Instagram to YouTube.
As well as the cartoon commercial, the brand aims to encourage fans to follow Hernandez’ tip and share their most favourite football memories via an online portal where fans can either share a photo of their favorite soccer memory or type it out.
The competition winner will scoop a $25,000 prize, while a further 10 runners up will win customized el Jimador jerseys designed by artist Mike Perry (see Instagram post).
“When we think about el Jimador tequila, we exist to help bring consumers closer in moments of joy,” said Ed Carias, senior brand manager of El Jimador.
“It’s when consumers are getting together and having fun. It’s really the kind of moments you enjoy looking back on. We think soccer fits perfectly into that emotion territory, that mindset. It allows us to talk with a wide range of consumers, but ones that are really looking for the same thing – sharing their passion and their love for the sport with their friends. Everybody has a great story, especially around soccer,” Carias said. “We wanted to give fans an opportunity to share their favorite soccer moments with the brand.”
El Jimador’s marketers teamed up with agency Scoppechio (with support from the animation specialists at production house Giant Ant) to create the campaign.
“There is a tremendous amount of enthusiasm, certainly in Mexico but also in the Hispanic community here in the United States, for what is happening in Russia,” said Scoppechio CEO Jerry Preyss.
“We felt it was very appropriate that we have el Jimador somehow participating in the narrative of this important event.”
Comment:
Gorgeous storytelling animation has been a key creative trend for Russia 2018 creative.
Another one of our favourite campaigns adopting this tactic is Gatorade’s ‘Heart Of A Lio’ Messi biopic (see case study).
This World Cup ambush follows in the footsteps of the approach that the brand took to leverage the 2017 ‘Day of the Dead’.
Links:
El Jimador
https://www.youtube.com/user/eljimador
https://www.facebook.com/eljimador
https://www.instagram.com/eljimadortequila/
Scoppechio
