Lola/Lowe & Partners in Madrid has created a series of witty spots for Líbero magazine – the publication’s first ever ad campaign.
The four ads gently mock football fans by suggesting that if you always use football-themed language to explain things to them – such as taking out the trash or having lunch with your father in law - they will understand.
They form part of a campaign by the magazine to position itself as more than just a football publication.
"'Si te lo explican con futbol (If they explain it to you with football)' was the concept thought up to put across the message that Líbero is not just a football magazine, but also one that uses Spain’s most popular sport to discuss other topics such as culture, art and style, among others,” says Lola/Lowe & Partners.
“The Ab Machine” got over 200,000 views on YouTube in its first two weeks online.
“This great magazine is the dream of two fanatical football journalists who thought they could make a footballing product of real quality. Líbero has an exceptionally high level of design and content,” says Francisco Cassis, a Creative Director at LOLA who headed up the campaign team.
“They were never able to have their own advertising campaigns before, for budget reasons, basically. Now that their business is growing well, they felt ready to reach out and widen their readership.”
Copywriter Nico Gomez Cal described the process of thinking up a campaign that would resonate strongly what Líbero represents: “The truth is that the idea came from the product itself. Líbero isn’t just a football magazine; it’s a magazine that talks about lots of different topics and themes, style, culture, etc, using football.
"We went through quite a few concepts but we thought ‘Si te lo explican con futbol (If they explain it to you with football)’ was relevant to the brand and that hopefully people would identify with it too.”