MADRID, 4 Jun. (EUROPA PRESS) –
Cervezas Victoria, sponsoring brand of the Spanish soccer team, launched this Tuesday the ‘Victory Playlist’ campaign on the occasion of Euro 2024, an audiovisual piece that features the players Álvaro Morata, Dani Carvajal, Unai Simón, Le Normand, Fabián, Joselu and Olga Carmona, among others, and is based on the Pygmalion Effect.
It is a scientific phenomenon that, according to sports psychologist Patricia Ramirez in the spot, the beliefs or expectations that one person has about another can influence the latter’s performance. Therefore, if players are told that they are trusted, they will be “closer to achieving victory.”
Under this effect, the objective of the campaign is to collect real messages from fans and people very close to the players through the website ‘www.laplaylistdelavictoria.es’. With this action, according to the ‘brand manager’ of Cervezas Victoria, José Villalobos, it is expected to create a “national movement” of “support for the team” and that, thanks to the “participation of the fans”, there will be more chances of winning in Germany.
The list contains messages such as that of Olga Carmona, world champion; Susana Martin, mother of Álvaro Morata; Luis Aragonés, son of the former coach; Javier Barbero, first coach of Unai Simón or those of the Cervezas Victoria team itself; heard by the internationals Álvaro Morata, Dani Carvajal, Unai Simón, Le Normand, Fabián and Joselu.
This spot was designed by the creative agency Jon Lavin and directed by Santiago Zannou, Goya Award winner in 2009. The piece takes place in different locations throughout Spain, such as the facilities of the Las Rozas Sports City in Madrid, the beach from Malagueta in Malaga or Murguía in the Basque Country, among others.
The extended version of the spot has a duration of 90 seconds and will be broadcast on television, digital platforms and social networks. Also on the website ‘www.cervezasvictoria.es’ and together with the participation of Álvaro Morata’s ‘X’ account and the official account of the Spanish team.
Cervezas Victoria and the Royal Spanish Football Federation (RFEF) signed their first agreement in June 2021, by which the Malaga brand became the Official Beer of the Spanish men’s and women’s national teams. In this way, the brewery joined the group of companies sponsoring the RFEF with a brand presence in the national team’s matches. This is the fifth campaign that Victoria has launched in connection with this sponsorship.