📢 nutmeg fc #2
Today: one idea, two executions.
nutmeg fc #2 is presented by Christian Fuchs's double nutmeg to the referee.
Two different brands coming up with the same idea at almost the same time is not very common, but it's not that rare either. In fact, in the world of creative agencies there is already a protocol for how to act in such a situation.
The first step is to panic. The more advanced the production process is, the bigger the reaction has to be. For example, if the idea is already fully produced, the panic has to be at least of apocalyptic levels.
The next step is to have a conclave to define whether to put the idea in a drawer or to continue with business as usual. At these meetings everyone will give their opinion, but no one will change theirs. This is also where the suspicions and conspiracy theories begin: who leaked the idea? Did the creative people steal it? Is it the work of the Freemasons?
Anything can come out of the conclave. Most often, the idea is published, albeit with some modifications to distance it from its clone, and these cosmetic changes end up ruining it.
This protocol exists because the added value that creative agencies have is their ability to create unique ideas. They also have to have a positive impact on the client's business, but this is secondary to the idea being unique. Like winning the Fair Play Award and the World Cup.
Fortunately, neither Atleti Studios nor Movistar are creative agencies and, by sticking with the ideas without changing them, they gave us a rare opportunity to see the difference that the execution of an idea can make.
The idea.
For Mother's Day 2023, Spanish clubs Atlético de Madrid and Leganés decided to surprise an African player with a visit from their mothers, who had never seen them play in Spain.
In the case of Atlético de Madrid they showed more stories of foreign players receiving visits from their mothers.
But we are going to stick with the African player (Rasheedat Ajibade) so that it is exactly the same idea as the Leganés one (with Seydouba Cissé).
With the same idea, what changes is the execution.
The execution.
Atlético de Madrid did it in style. They thought and took care of every last detail.
Ria, one of the club's main sponsors, came on board as a partner. This made perfect sense, because the Ria service is used by so many foreigners in Spain to send money to their families. It was a perfect match.
The production was handled by Atleti Studios, which was a great opportunity to showcase the in-house production company's capabilities. The sets, the lighting, the cinematic shots, such as Rasheedat and her mum sharing a moment alone on the pitch, and the overall production was up to the standard that a club like this demands.
To make the idea bigger from the production, Atlético de Madrid decided to tell more stories between foreign players and their mothers.
Leganés went the other way around. A single, closer story, without external additions.
The production, which was in charge of Movistar's El Día Después, had no sets, no ad hoc lighting, no cinematic shots. Rather than a big story, they preferred to focus on making it feel more relatable and honest.
It is a content in line with the club's way of communicating: zero drama, without taking itself too seriously, seeking to bring a little smile. The most Ted Lasso club in Spain.
A subjective conclusion.
The idea is the same and the objective is the same: to show that the club cares about its players, that they are close to them and that they are part of a big family.
This story would hardly have been plausible for Atleti's men's team, because their players' salaries should allow them to bring their mothers from anywhere in the world, at any time. But it works perfectly for the more humble women's team. It also conveys the club's values and amply meets Ria's communication needs.
The Atlético de Madrid execution lacks nothing. However, I feel that it works much better for Leganés because, by not including a sponsor and not being a big production, it transmits more authenticity. When I watch it I don't think they are selling me anything and I can connect more with the reality of the moment.
It also helps that Cissé receives the surprise from his mum in the dressing room and presents it to his teammates with a smile from ear to ear. Rasheedat receives it in a dimly lit studio, alone. It is no less authentic, but you can feel it in the context.
And so Leganés achieves a double objective. On the one hand, to make their fans feel proud to be pepineros. And, on the other hand, to make themselves more attractive to players from other teams. After all, if they have to choose between Leganés and another club that offers them similar conditions, they will choose the one they feel will take better care of them.
At least, that's how I see it.