Fox_tmo

“Your Wife Saw” campaign for T M-Mobile from Conill, Los Angeles. Conill's nontraditional TV integrations connect T-Mobile with football-loving Latin American families.

Family and football are two of the focal points of Latino families, and the ritual of the Sunday soccer game is the inspiration for a new campaign conceived by Conill for T-Mobile. For the past four years, soccer has served T-Mobile as a passion point for building affinity among Latinos. To this audience, football (soccer) is more than a game; it is a matter of cultural pride.

The witty “Your Wife Saw” campaign – an entertaining media integration and placement on a live Fox Sports broadcast – is designed to appeal to the popular weekend family activity of Latin Americans. By understanding that although soccer fans often watch the big game with their family, they don’t necessarily view the match from the same perspective, the campaign presents regular replays during live games as family portraits.