After a long way, Chile was reaching the final stage of the South American qualifiers. The circumstances were not the best and a decisive match was approaching: Chile vs Ecuador. On the other hand, rumors about Alzheimer’s disease affecting the former national team coach, the beloved Nelson Acosta, were growing stronger.

That is how one of the most viral campaigns of the year was born.

It was born as a video made exclusively for social media, to then become the main FOX Sports TV commercial for that particular match.

The impact the video had in Chile was massive in terms of brand perception, brand involvement with consumers, rating (it was the second highest TV rating in all Chilean paid-TV history), the amount of media that covered it and all the headlines it made. Also, the video was awarded Grand Prix in the local advertising festival in Chile (ACHAP).

It is relevant because it is born out of a unique and unrepeatable event. It is a real story turned into advertising, it is a historic find turned into entertainment.

The strategy was to use a historic national soccer team coach to sensitize and raise awareness through the whole country.

In one of the worst Chilean National Soccer Team moments, and also being a paid-TV channel competing against a free-to-air channel, FOX Sports needed something to lift the country’s morale and get new viewers.