MERCADEO Versión en español
Favio Ucedo from Wing: The NFL commercial Father and Son invites audiences to understand American Football as a way to integrate
12 de febrero de 2016
El comercial debutó en el Super Bowl
Hispanics’ relation with American football is not homogeneous and that was one of the challenges Wing had when working on the most recent piece for NFL, titled {Father and Son;www.produ.com/publicidad/videos/index.html?Noti=10559}. The commercial had its debut on the Super Bowl and was directed by Mariana Youssef from Cortez Brothers. The creative team led by Favio Ucedo, agency CCO, spoke with PRODU about the elements in the spot that make a connection with the consumer. “Curiously, what allowed us to connect with this consumer was to openly show their great disconnection with American football. The NFL understood that opportunity lied in accepting that our target grew in another culture, represented in the commercial by football, and afterwards inviting them to understand American football as a way to integrate”.They added that they sought support in the relationship between a Latino dad and his son, raised in the U.S., to show that despite the uncertainty that people face when getting involved in something new, a parent´s wish to make his son happy is much stronger. “The resource of knitting both monologues in the same discourse allowed us to tell the two sides of a coin in a story that is simple in essence, but full of nuances”.The group thinks it is positive for the brand to be able to launch their new positioning, La NFL nos une, with an original piece with these features.
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