#ChangeAccelerated Campaign – Formula E | Clapboard Ad Archive

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.

1 - eLaLiga Santander | Clapboard Ad Archive — archive collection thumbnail

1 - eLaLiga Santander | Clapboard Ad Archive

eLaLiga Santander’s 100% campaign, created by Sra. Rushmore and launched in Spain in 2021, stakes its claim in the sports and gaming market with a hyperbolic wave of energy that transcends the usual bounds of competitive spirit. Centering the numeric escalation of intensity from 100% to 1000%, 100,000%, and beyond, the film electrifies eSports audiences by rendering commitment as something quantifiably and emotionally limitless. In a post-summer context, this declaration of readiness repositions eLaLiga not just as the preeminent Spanish eSports tournament but as a phenomenon where players and spectators are expected—and inspired—to operate at a level that dwarfs conventional standards of dedication. The brand’s message leverages instant symbolic comprehension: by anchoring creative in ever-increasing, surreal percentages, Sra. Rushmore infuses the film with both urgency and aspiration, giving players a numeric banner under which to rally and fans an emotional metric for evaluating their loyalty. This amplification is made to resonate deeply with an audience that self-identifies as competitive, ambitious, and hungry for excellence—values core to both traditional sports and the fast-evolving eSports ecosystem in Spain. Within Clapboard’s 12-format taxonomy, the campaign sits firmly in FORMAT#9—Symbolize the Benefit—where over-the-top visuals and exaggeration stand in for the intangible but keenly felt thrill of performing at your limit; here, excessive percentages become a visual shorthand for unrivalled dedication and excitement. With its singular film asset tailored for digital-native consumption, eLaLiga Santander achieves a distinctive presence, sharply differentiating itself from both legacy sports simulators and international eSports leagues that skew toward either global reach or lifestyle positioning. The campaign’s Spanish-language specificity strengthens local relevance, while the creative vernacular is attuned to the minute expectations of gaming and sports fans who see no emotional daylight between athletic and virtual greatness. By deploying a disruptive yet welcoming call to action, the campaign not only consolidates eLaLiga Santander’s leadership in the intersection of football and eSports but also cements its cultural cachet, drawing younger and digitally savvy followers into the fold. The campaign earns 60/100 in Clapboard’s global creative archive. This campaign matters because it signals that the future of eSports marketing in Spain hinges on symbolic, high-voltage declarations of identity, as performance is reimagined not as a statistic but as an ever-escalating mindset.

Where were you in ‘22 - Paddy Power | Clapboard Ad Archive — archive collection thumbnail

Where were you in ‘22 - Paddy Power | Clapboard Ad Archive

Paddy Power’s Where Were You in 22 campaign, created by Droga5 London and launched in the United Kingdom market in 2022, made a decisive entry into the hyper-competitive season for Christmas advertising by hijacking festive conventions and colliding them head-on with the cultural fever of a winter World Cup. As the boundary between football fanaticism and holiday ritual blurred in this once-in-a-generation overlap, the Irish betting firm seized on the moment with a TV spot and integrated creative suite that gleefully skewered sacrosanct Christmas motifs, delivering a mischievous pastiche unlike anything in the category. Narrated by the unmistakable David Threlfall, the narrative unfolds with flares and turkeys sharing the frame, knitwear-clad lads, rogue organists, and football-obsessed grandmothers enshrining Southgate and his squad, while Peter Crouch’s Nativity sendup at the door of The Inn epitomizes the campaign’s knack for playful subversion. This irreverence is carried through every touchpoint, from a World Cup edition of Charades and Christmas jumpers to a headline-grabbing OOH light installation depicting a French football legend, all the way through bespoke crockery illustrated by Vince Pastiche, coordinated press executions, and digital activations that ensured Paddy Power’s voice was heard across all relevant platforms during the festive window. The campaign not only leverages football’s hold on mass media and social conversation but also positions Paddy Power as the bookmaker most attuned to the cultural moment, transforming them into a tongue-in-cheek observer and orchestrator of communal rituals. In a market category defined by high-stakes competition and well-funded traditional rivals like Bet365, William Hill, and Ladbrokes, Paddy Power’s approach eschews staid seasonal sentimentality in favor of contemporary, self-aware satire—an approach that sits squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format, characterized by its overt lampooning of pop culture genres and traditions. By inserting itself tongue-first into the Christmas TV ad wars, the brand demonstrates acute cultural fluency, inviting audiences to see Paddy Power not simply as a gambling provider but as a catalyst for shared humor and moment-making at the intersection of sport and ceremony. The campaign earns 71/100 in Clapboard’s global creative archive. Paddy Power’s Where Were You in 22 matters because it demonstrates how a sports betting brand can break through crowded festive airspace when it dares to parody the very conventions that define the season.

Don't miss the drama - Royal Ascot | Clapboard Ad Archive — archive collection thumbnail

Don't miss the drama - Royal Ascot | Clapboard Ad Archive

Royal Ascot’s 2021 campaign, Don’t miss the drama, delivered a compelling response to pandemic-era constraints by reimagining the UK’s most prestigious racing event as must-see entertainment for a nation confined to their homes, developed alongside creative agency Isobel and anchored in the sports and fitness market category. Embracing the language and visual sensibility of a Netflix drama trailer, the campaign expertly taps into the cultural moment when streaming entertainment felt like the center of communal leisure, positioning Royal Ascot not only as a race meeting but as an unmissable weekly spectacle, available to all regardless of physical attendance. Through a montage of scenes in which audiences savor the racing from their living rooms, host clipped-garden gatherings, or improvise driveway picnics, the narrative bridges Ascot’s heritage and glamour with the adaptive realities of 2021, underscoring that the magic, social atmosphere, and stakes of Royal Ascot transcend the grandstands. Crucially, the campaign extends far beyond its central film, orchestrating a seamless multichannel ecosystem: digital-first distribution across owned and paid media is augmented by social content prompting fans to order Royal Ascot hampers, party packs, sweepstake kits, Ascot Wine Club cases, and a line of event-branded apparel and homeware, all available through the online Royal Ascot Shop. This approach does not simply mitigate restricted venue capacities; it catalyzes participation and revenue through product activation, community rituals, and earned engagement, reinforcing the event’s enduring cultural significance and inviting audiences to remake its traditions in their own spaces. The creative strategy sits squarely in what Clapboard’s taxonomy would classify as FORMAT#12 — Parody or Borrowed Format, harnessing the recognizable codes of streaming drama trailers to recast the races as competitive, character-driven, and culturally pivotal entertainment, all while keeping the Royal Ascot brand front and center. Through a consistent, inclusive message communicated across social media and transactional touchpoints, the campaign blurs the lines between sports, lifestyle, and destination branding, affirming Ascot as both a national celebration and a provider of immersive leisure. The campaign earns 63/100 in Clapboard’s global creative archive. As distanced consumption reshapes event marketing, Don’t miss the drama demonstrates how heritage sports properties can transform real-world limitations into culturally resonant, multi-channel experiences that move seamlessly from grandstand to living room.

Tested by Mountains - Helly Hansen | Clapboard Ad Archive — archive collection thumbnail

Tested by Mountains - Helly Hansen | Clapboard Ad Archive

Helly Hansen’s Tested by Mountains campaign, conceived by Grey and launched in the United Kingdom in the market category of Sports and Fitness in 2019, is a striking assertion of the brand’s place at the intersection of technical excellence and alpine culture, leveraging the rigours of big mountain skiing to crystallize trust as its defining value. Against the breathtaking scale of the Chamonix backcountry, the film follows a cadre of elite ski professionals — Olympians, freeride icons, and experienced guides — navigating some of the world’s most formidable terrain as both an authentic narrative device and an aspirational mirror for its target audience: serious, technically minded adventurers who realise that success and survival in alpine sports hinge on more than performance metrics alone. With every sweeping vista and candid moment, the campaign eschews empty hyperbole in favour of lived experience, foregrounding trust — in one’s skills, in one’s peers, and critically, in one’s gear — as the connective tissue propelling these athletes through moments where judgement, resilience, and equipment cannot be separated. By centering figures SKUs like women’s and men’s ski collections within a story of real-world challenge — and aligning with credible cultural sources such as Warren Miller Entertainment’s Timeless — the campaign seamlessly bridges the gap between functional product messaging and lifestyle aspiration, rooting Helly Hansen’s narrative in hard-earned alpine credibility. The choice to employ what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery allows the viewer to not just observe, but vicariously experience the intensity of the adventure and the implicit trust that must exist within teams and in the dependability of Helly Hansen garments. Operating in a highly competitive market where peers like The North Face pursue innovation-driven prestige, Patagonia leans into eco-ethics, and Arc’teryx and Salomon define technical performance benchmarks, Helly Hansen here claims a differentiated brand voice built on communal and personal trust, a value that resonates viscerally with enthusiasts from elite athletes to experienced recreationalists. The campaign speaks directly to the psyche of the performance-driven consumer: those who aspire not just to look the part, but to earn their place among the mountains through preparation, partnership, and reliable kit. Clapboard rates this 68/100. For an industry preoccupied with technical claims and sparse on emotional credibility, Tested by Mountains demonstrates that in the most demanding outdoor pursuits, the apparel brand that owns the narrative of trust can achieve much more than category compliance.

There is no little dreamer - Sevilla Fútbol Club | Clapboard Ad Archive — archive collection thumbnail

There is no little dreamer - Sevilla Fútbol Club | Clapboard Ad Archive

Sevilla Fútbol Club’s 2021 Christmas campaign, created with Grupo Absolute, puts the idea of boundless aspiration at its heart, driving home a message that resonates powerfully for a sports brand competing in Spain’s fiercely emotive football landscape. Titled There is no little dreamer, the work unspools as a narrative showcase designed to build identification and communal optimism among the club’s supporter base, rooting its emotional richness in Clapboard’s FORMAT#10 — Associated User Imagery — as the campaign foregrounds authentic, relatable figures whose ambitions mirror those of fans and young athletes alike. The creative eschews heavy-handed storytelling or obvious testimonial tropes, opting instead for an immersive, film-based narrative released during the holiday season, leveraging both cultural cues and seasonal sentiment to amplify the broader club mission: being a true home for hope, perseverance, and shared dreams regardless of age, background, or scale of ambition. Strategically, the campaign positions Sevilla Fútbol Club as more than a sports team, contrasting with the market postures of Real Madrid, FC Barcelona, and Atlético Madrid by centering on inclusivity and the celebration of collective aspiration rather than legacy or regional pride, delivering a distinct proposition in the sports and fitness category. Multi-platform distribution across Sevilla’s extensive digital ecosystem — including YouTube, Twitch, Facebook, Twitter, Instagram, TikTok, and official web channels — ensures the message operates as a connective tissue both within the local community and the wider, digitally engaged global fanbase, activating engagement and deepening emotional allegiance. The campaign’s visual palette and narrative tone blend the iconic identity of Sevilla FC with the warmth and optimism characteristic of the festive period, reflecting a sensibility that is both enduring and immediately accessible to its audience. The approach avoids overplayed symbolism or overt calls to action, instead opting to reinvigorate the act of dreaming itself as a defining value of the Sevilla FC supporter — an editorial distance that underlines the confidence in the club’s unique emotional equity. The campaign earns 64/100 in Clapboard’s global creative archive. It matters because it exemplifies how a football brand can meaningfully distinguish itself by transforming the act of support into a shared, aspirational journey when many rivals default to narratives of victory or heritage.

Live ValELA Pena - Fundación ELA Andalucía and Juan Carlos Unzué and Sevilla FC | Clapboard Ad Archive — archive collection thumbnail

Live ValELA Pena - Fundación ELA Andalucía and Juan Carlos Unzué and Sevilla FC | Clapboard Ad Archive

Vivir valELA pena is a 2022 public interest campaign by Fundación ELA Andalucía in partnership with Juan Carlos Unzué and Sevilla FC, created by Grupo Absolute to raise awareness and mobilize support around amyotrophic lateral sclerosis (ELA) through a poignant narrative that intertwines the resilience of those affected with the unyielding spirit of a revered sports community. Anchored by the personal journey of Juan Carlos Unzué, a former professional footballer and coach whose battle with ELA embodies the campaign’s central message Nunca te rindas, VIVIR VALE LA PENA, the initiative leverages the cultural and emotional capital of Sevilla FC, a club with deep social roots and a passionate fanbase, to amplify the visibility of this devastating neurodegenerative disease. This strategic alignment taps into the loyalty and empathy of sports audiences, using a documentary and social experiment format that humanizes the condition beyond clinical abstraction by sharing authentic stories of struggle, hope, and communal solidarity. Grupo Absolute’s execution emphasizes a raw, unfiltered portrayal that eschews symbolic flourish in favor of direct emotional engagement, inviting the public to witness the lived realities of ELA patients and their families, thereby fostering a sense of urgency and collective responsibility. The campaign’s omnichannel distribution across Sevilla FC’s extensive digital ecosystem—including YouTube, Instagram, Facebook, Twitter, TikTok, and international platforms like Weibo and VK—ensures broad accessibility and sustained interaction with diverse demographic segments, particularly sports fans who might otherwise remain outside the traditional health advocacy conversation. The involvement of a prominent figure like Unzué situates Vivir valELA pena squarely within Clapboard’s FORMAT#8—Ongoing Characters or Celebrities—highlighting how sustained personal narratives from respected public figures can elevate social causes by generating authenticity, trust, and emotional resonance. The campaign earns 63/100 in Clapboard’s global creative archive. Vivir valELA pena matters to the advertising industry because it demonstrates how integrating a high-profile sports figure’s personal health journey with a beloved football club’s platform can transform awareness campaigns into powerful vehicles for social change that engage audiences beyond conventional charity appeals.