180 reveals international TV ad campaign to boost Uefa's image

The Amsterdam-based ad agency 180 has unveiled an international TV campaign for football's governing body, Uefa, to help improve its image.

Uefa appointed 180 in July with a brief to raise awareness of the breadth of the governing body's involvement in European football.

The 30-second execution, entitled "we care", breaks this week during the half-time break of the scheduled Uefa Champions League matches.

It will run across 42 European countries until the final of the competition in May.

The ad features original footage and crowd shots from football games with statistics superimposed on the scenes. These include: "225 dialects spoken", "0, the difference we see between black and white" and "169 more interesting week nights".

The endline states: "We care about football. Uefa."

Peter McHugh, the executive creative director at 180, said: "We combined authentic football footage from Uefa's vast film archives with a graphic treatment."

Media planning and buying was by Uefa's marketing partner, TEAM. The ad will run on Sky's sports channels.

McHugh wrote the campaign. Laen Sanches was the art director and director through 180.

Uefa's activities include the organisation of tournaments such as the Uefa European Championships, the Uefa Champions League and the Uefa Cup.

It plays a less well-known part in youth football and campaigns against racism.

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