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- Agency: Y&R
- Location: Buenos Aires
- Client: TyC Sports (tv sports network)
- Name: Letter
- Category: Film
- Why I like it: Over the years, this sports network (and their agency Y&R) have acquired a deserved notoriety for magnificent ads extolling the virtue of sport, primarily soccer (such as this absolute gem from 2010.) Here is another in a long line of institutional ads that manage to nail the transcendence of sport, and to do so in a different way than what we’ve seen before (ah! that’s the hard part!) Really well written with each of the vignettes in perfect opposition, nicely shot (notice the color vs. black and white contrast, or the use of slow motion,) with a great accompanying track. If you love soccer (hopefully not quite as much as “Fede”!) then you’ll love this ad.