HHCL & Partners is seeking to expose the absurdity of companies
claiming ownership of football and other sports through corporate
sponsorship in its ’official’ campaign for Tango, to run during the Euro
2000 football championships.
The poster campaign, which breaks on 15 June, aims to reinforce Tango’s
irreverent identity by having a laugh at the world around it.
Using the deliberately self-deprecating line, ’Officially a drink during
Euro 2000’, the brand takes a gentle dig at other companies who spend
millions on attempting to ’own’ a sport by association.
The campaign includes three executions, each featuring a Tango-branded
football captured in the familiar and humorous situations many associate
with their own experience of ’street’ football.
One features a ball that has been attacked by an over-zealous dog,
another shows a ball that has been kicked out of reach beneath a car,
and the third shows a slowly deflating ball caught in a thorn bush.
The campaign was written by Zane Radcliffe and art directed by Mike
The photographer was Julian Germaine. Media planning and buying is
through MindShare. It will be supported by a ’spot the ball’ press
campaign, which will run in the sports pages of the national newspapers
to promote an online competition.
There will also be a week-long competition with Channel 4’s The Big
Breakfast which will offer viewers the chance to play football on