French broadcaster Canal+ humorously demonstrates its dedication to sports coverage in this spot out of BETC. Set to an operatic soundtrack, it depicts a bunch of Canal+ cameramen following a soccer game so determinedly that they're literally shadowing the players' moves, from taking dives to being carried off on a stretcher.
As well as being funny, it's an original approach for promoting sports coverage, capturing the behind-the-scenes action as well as the action on the field and the excitement of fans and commentators. The spot was directed by Bart Timmer through production company Henry de Czar. The campaign, which kicks off France's new soccer season, carries the tagline "Making sport bigger is our sport."
BETC's previous work for Canal+ has won plenty of creative awards -- in particular, taking the Grand Prix for Film at Cannes in 2012.