Come kick, you hit them well - Betclic | Clapboard Ad Archive

Betclic’s 2021 campaign Come kick, you hit them well animates the Portuguese gambling and sports landscape with a creative strategy anchored in national football folklore and contemporary pop culture, leveraging Cristiano Ronaldo’s legendary Euro 2016 words of encouragement as the basis for a high-energy, multi-platform broadcast push led by agency FunnyHow. By transforming this viral phrase into a catchy anthem performed by Portuguese singer Blaya, the campaign instantly evokes the euphoria of Portugal’s championship win, using nostalgia as a springboard for both emotional connection and brand engagement. What sets this effort apart is its clear leaning into what Clapboard’s taxonomy classifies as FORMAT#8 — Ongoing Characters or Celebrities — as Blaya’s star power and Ronaldo’s instantly recognizable phrase work in concert to establish memorable linkage and cultural relevance for Betclic at the height of tournament season. The TV spot, charged with upbeat choreography and dynamic visuals, reaches beyond the typical betting pitch by inviting viewers to participate in an uplifting moment of collective identity that seamlessly fuses sport, music, and digital interaction, fostering not only app downloads and site visits, but deepening Betclic’s presence across social channels. With over 1.6 million views, the campaign demonstrates clear resonance within its audience, capturing both the pride of past triumph and the excitement of present-day football fandom. In the context of a highly competitive market category, where brands like Placard, Betway, Betano, 888sport, and ESC Online carve out positions around trust, innovation, or local flavor, Betclic’s move to entwine heritage and entertainment with a viral touchstone proves sharply attuned to the social motivations of Portuguese bettors, articulating confidence as a core brand proposition. The campaign earns 66/100 in Clapboard’s global creative archive. This campaign matters because it reaffirms that modern sports betting brands can assert relevance and recall by embedding themselves within shared cultural victories, provided they do so with both authenticity and creative exuberance.