When it comes to advertising claims, ‘addictive news content’ cannot possibly be uniquely ‘owned’ by a single brand offering sports coverage. Sports news by nature is addictive especially when it comes to live scores. Even with post match analysis, the passionate followers of a sport display massive devotion to a sports property – be it offline or online. But magic happens when the creative team takes that ‘so addictive’ proposition and produces something that brings a smile to your face, while driving home the point.
In this context, I came across this campaign (released in April 2013) for Ole, from Argentina.
Agency: Young & Rubicam, Argentina