Late September saw Atlético de Madrid roll out a musically-led campaign called ‘Partido a Partido / Match By Match’ which sets out to support those who have a different and more communal way of seeing life through the coronavirus pandemic.
The charitable initiative, part of the Atlético de Madrid Foundation’s solidarity project, focuses on the club’s community and fanbase and salutes the struggle and commitment of everyday people of Madrid through the pandemic.
Developed with agency Ms Rushmore agency, the initiative came after an idea of agency founder Miguel García Vizcaíno based around the insight that during the current health crisis we have all had to face uncertainty and adapt and reinvent ourselves and this has made us see a little differently.
The creative is fronted by singer/songwriter and star of Spanish rock band Pereza José Miguel Conejo Torres (artistically known as Leiva) and singer/songwriter/poet Joaquín Sabina (arguably the most famous and finest living Spanish-speaking songwriter).
The pair penned and performed a song, themed around the idea that in such uncertain times the only option is to work and face reality ‘game by game’, dedicated to all those who have another way of understanding life and that effort and work is their daily routine.
It is set to a video, produced by Lee Films, featuring a black and white background and photographs both of the team and manager Simeone and of of everyday people, as well as medical gowns and masks who are disinfecting and washing in the constant fight against the invisible enemy under a black and white background.
As well as Sabina and Leiva, the track also features Carlos Raya, César Pop, Juno, Tuli, Gato Charro, Tony Molina and David Carrasco. It was mixed by Carlos Raya at Riff Raff Studios and mastered at Gateway Mastering Studios by Bob Ludwig and recorded at Riff Raff Studios and Estudio Uno by Carlos Raya and Héctor Rezno by Sony Music Entertainment España.
For those in need of a translation of the lyrics:
Although there is barely a sinkhole next to the Manzanares and traffic jams in the boulevards of my heart
The prophets of the day before yesterday are seagulls with broken wings dead of thirst Cats without boots
On the balcony of loneliness the shipwrecked shipwrecked climb from so much rowing against the hurricane
On the throne of Neptune where there is no room for anyone who does not know how to dream match by match
Do not talk to me about resisting
It’s my Atleti de Madrid.
Do not come to me with regrets, I speak of surviving
And continue to climb mountains and continue conquering stairs In injury time, haggling to the future
And win and win and win
And win and win again
Match by Match
Match by Match
Don’t talk to me about resisting
It’s my Atleti de Madrid.
Don’t come to me with regrets
I’m talking about surviving
And continuing to climb mountains and continue conquering stairs In injury time, haggling for the future
And win and win and win
And win and win again
Match by Match
Match by Match
Outcome:
Since it was released and posted on 25 September, Leiva and Sabina’s Partido a Partido has generated 466K views on the club’s YouTube channel.
Comment:
Unity and collectivism through the Covid-19 struggle is a theme many communities, marketers and even politicians have taken up in the last six months. Let’s hope this period does unite us more than it divides us.
Well, we are no music experts, but even the Activative team knows this is a more serious and more musically proficient than the majority of tournament and final football club songs (New Order’s ‘World In Motion’ excluded of course).
Links:
Atlético de Madrid
https://en.atleticodemadrid.com/
https://twitter.com/atletienglish
https://www.facebook.com/AtleticodeMadrid
https://www.youtube.com/c/atleticodemadrid
https://www.instagram.com/atleticodemadrid/
https://www.linkedin.com/company/atleticodemadrid/
https://www.tiktok.com/@atleticodemadrid
Ms Rushmore
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