Few sports do sentimentality better than football. Despite its hyper-commercialisation in modern times, it still thrives on nostalgia, ritual and shared traditions. Most memorably in recent years, Axa leveraged its partnership with Liverpool FC for its Empty Seat campaign, raising awareness around mental health and depression in fans (a famous ad from the late 90s for the cult British TV show Football Italia used a similar framing device, albeit with a comedic payoff).
Now, LaLiga, the organisation comprising Spain’s top two professional men’s leagues, has launched its own tribute to the emotional pull of the beautiful game. Created by independent agency El Ruso de Rocky, the campaign, titled 42 Legacies, 42 Ways to Win, highlights the lifelong bonds formed around the matchday experience. It stems from the insight that in many families, who you support is a matter of inheritance, a legacy passed down from generation to generation.
The hero film, directed by Gabe Ibáñez and produced by Bambina Films, follows an elderly man and his adult son as they don their club scarfs at home, make their way to the stadium via their favourite pre-game haunt, and eventually take their seats in anticipation of another crucial home fixture. Throughout, we catch glimpses of the son as a young boy, reminding us of football’s unique ability to shape people’s identities and bridge the past and present. It also becomes apparent how their roles have flipped over time.
Although the film focuses on a traditional, some might say slightly clichéd father-son relationship, it is nonetheless a poignant piece of work, made all the more affecting by the fact it doesn’t tip into schmaltzy, jumpers-for-goalposts romanticism. Instead, it deftly blends cultural specificity with narrative universality. The details feel distinctly Spanish, yet the emotional arc will be instantly recognisable to anyone whose club colours are an intrinsic part of their family story.
All images © El Ruso de Rocky / LaLiga
Lucas Paulino, CCO at El Ruso de Rocky, said: “There have been very few moments in my career when you feel you’ve arrived at something truly significant – not just a good idea. And whenever that has happened, the same formula applies: you need the best team in the world by your side. Both at the agency and at the brand. I hope I’m not mistaken. And by the way: aúpa Atleti.”
The campaign will run across digital, social and through stadium activations and collaborations with all 42 LaLiga clubs between now and the end of the current season in May. As part of the initiative, players will walk onto the pitch accompanied not by mascots, but by their parents or by the family member who first instilled in them a passion for football.
Credits:
Creative Agency: El Ruso de Rocky
Chief Creative Officers: Lucas Paulino, Ángel Torres
Executive Creative Director: Ángela Pacheco
Creative Directors: Álvaro Flórez, Nuria Gutiérrez
Production Company: Bambina Films
Director: Gabe Ibáñez
DoP: Bet Rourich
Music: Trafalgar
Sound Studio: Serena