Uber Eats + LaLiga
//Superstitions
//
—
Agency: Ogilvy Spain // Role: Creative + ACD
For its second year as LaLiga’s master sponsor, Uber Eats secured a massive media buy: 20-second spots airing across all 380 matches of the season.
The challenge? Beating the ad wear-out of the previous year while navigating a heavy set of constraints. We had to feature legends Gerard Piqué and Iker Casillas, show at least 7 teams per spot, and deliver purely promotional variations. Plus, we needed exclusive, rival-free spots for Real Madrid and FC Barcelona to run on UCL nights, since Uber Eats is also their official sponsor. All on a very tight budget.
To tie it all together, we tapped into a universal sports truth: superstitions. Every fan believes they can influence the game. In fact, our research showed that 83% of fans would reorder the exact same meal if they believed it brought their team luck. So, we built a campaign where a "lucky" Uber Eats order becomes the trigger for fans and legends to debate their wildest game-day rituals.
But bringing this idea to life under our constraints meant creativity had to solve a production problem, not just a communication one. So, instead of traditional linear scripts, we engineered a modular campaign framework.
We developed a dynamic format that allowed us to shoot multiple punchlines and variations of the same scene in a single take. This smart-shooting approach gave us a massive toolkit of footage, enabling infinite flexibility in the editing room.
Agency: Ogilvy Spain // Role: Creative + ACD
For its second year as LaLiga’s master sponsor, Uber Eats secured a massive media buy: 20-second spots airing across all 380 matches of the season.
The challenge? Beating the ad wear-out of the previous year while navigating a heavy set of constraints. We had to feature legends Gerard Piqué and Iker Casillas, show at least 7 teams per spot, and deliver purely promotional variations. Plus, we needed exclusive, rival-free spots for Real Madrid and FC Barcelona to run on UCL nights, since Uber Eats is also their official sponsor. All on a very tight budget.
To tie it all together, we tapped into a universal sports truth: superstitions. Every fan believes they can influence the game. In fact, our research showed that 83% of fans would reorder the exact same meal if they believed it brought their team luck. So, we built a campaign where a "lucky" Uber Eats order becomes the trigger for fans and legends to debate their wildest game-day rituals.
But bringing this idea to life under our constraints meant creativity had to solve a production problem, not just a communication one. So, instead of traditional linear scripts, we engineered a modular campaign framework.
We developed a dynamic format that allowed us to shoot multiple punchlines and variations of the same scene in a single take. This smart-shooting approach gave us a massive toolkit of footage, enabling infinite flexibility in the editing room.
_the kick-off films:
If a game-day meal brings luck, you order it again. The kickoff films set the stage for the ultimate superstition debate.
If a game-day meal brings luck, you order it again. The kickoff films set the stage for the ultimate superstition debate.
_the promo films:
Turning discounts into bragging rights. Here, the promo numbers become the perfect excuse for fans to bring up iconic rivalries.
Turning discounts into bragging rights. Here, the promo numbers become the perfect excuse for fans to bring up iconic rivalries.
_the exclusive club spots (Real Madrid & FC Barcelona)
Standalone stages for the giants, with strictly no rival colors allowed. We tailored the scripts to each club’s lore, even bringing in the ultimate good luck charm for Real Madrid: Jorge Roson, the legendary fan whose wife-calling ritual famously sparks epic comebacks.
Standalone stages for the giants, with strictly no rival colors allowed. We tailored the scripts to each club’s lore, even bringing in the ultimate good luck charm for Real Madrid: Jorge Roson, the legendary fan whose wife-calling ritual famously sparks epic comebacks.
_the mid-season refresh films:
The modular framework in action. To beat the mid-season fatigue, we remixed the scenes with fresh, unexpected reaction shots.
The modular framework in action. To beat the mid-season fatigue, we remixed the scenes with fresh, unexpected reaction shots.
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
>>SOON<<
At the end, from this single, highly optimized shoot, we delivered:
> 4 Kick-off Spots to open the season.
> 4 Promo-heavy Spots for tactical sales.
> 2 Exclusive Club Spots (1 for Barcelona FC, 1 for Real Madrid).
> 4 Mid-Season Refreshes (featuring new scenes to combat fatigue halfway through the tournament).
> 4 Kick-off Spots to open the season.
> 4 Promo-heavy Spots for tactical sales.
> 2 Exclusive Club Spots (1 for Barcelona FC, 1 for Real Madrid).
> 4 Mid-Season Refreshes (featuring new scenes to combat fatigue halfway through the tournament).
📬 leomarcal87@gmail.com