Hyundai wanted to build brand affinity by connecting with the Hispanic market, authentically, at a fan level. To connect the passion behind the brand with the passion fans have for the game. Frequently, the most powerful expression of fans’ undying loyalty and devotion to their beloved club is displayed by just how much they absolutely despise their rival. It’s something all sports fans can relate to; the international language of detesting your rival.
The campaign line “Because Fútbol” was the perfect way to describe the indescribable. To explain a level of passion that is inexplicable. To show the most extraordinary displays of obsession fans have for their club. In fact, it demands it. Showing anything less than the illogical, the irrational and often uncivil behavior of fans suggests maybe we don’t truly understand the mindset, the passion, the love of the game and club, and just how deep it runs. Only this authentic proof of shared values would allow the work to break through and make a powerful connection with this audience.