Cristiano Ronaldo stars in the debut TV spot from Livescore, the real-time sports update provider, but the presence of a world-famous soccer legend is secondary to what else is going on in the ad.
The spot, from newly appointed agency Wonderhood Studios, uses slo-mo to convey the excitement of a goal being scored to anyone, anywhere in the world who cares. This includes not just fans in the stadium but taxi-drivers, dogs, priests, caterers and even astronauts as the world slows down to celebrate Ronaldo's goal. Knucklehead's Chris Hewitt directs, and manages to convey the moment in epic style.
"More Than A Score’ is rooted in the understanding that, to players, clubs and fans from all walks of life, a goal is so much more than just a set of digits," said Aidan McClure, chief creative officer at Wonderhood, in a statement. "It recognises and celebrates the true agony and ecstasy you feel as a fan and how one goal can change everything."
The spot debuts as the U.K. gears up for the start of the new Premier League season; it will be aired during every live Premier League broadcast this season on both Sky Sports and BT Sport in the U.K., along with social media and an out-of-home campaign. Alongside Wonderhood's appointment, media experience agency Bicycle London is handling media.
The campaign will roll out to further markets in due course as LiveScore, which has a presence in 200 territories, aims to cement itself into global soccer culture. It will be helped in that by Ronaldo, who, as LiveScore’s official global brand ambassador, is sharing the spot on his social media channels, where he has half a billion fans across Instagram, Facebook and Twitter.