URBAN FOOTBALL

TitleURBAN FOOTBALL
BrandMAHOU
Product/ServiceFOOTBALL TOURNAMENT
Category B08. Leisure
Entrant MRM//McCANN SPAIN Madrid, SPAIN
Idea Creation MRM//McCANN SPAIN Madrid, SPAIN
Credits
Name Company Position
MIGUEL BEMFICA MRM//MCCANN GENERAL CREATIVE DIRECTOR
RAFA MERINO MRM//MCCANN HEAD OF ART
EDUARDO BATTISTON MRM//MCCANN CREATIVE DIRECTOR
JORGE CASTRO MRM//MCCANN COPYWRTITING
DANIEL ALBADALEJO MRM//MCCANN COPYWRITING
JAVIER LOPEZ CANLE MRM//MCCANN ART DIRECTOR
ANAI MELENDEZ MRM//MCCANN ART DIRECTOR
DAVID HIDALGO MRM//MCCANN ART DIRECTOR
JESSICA UTRERA MRM//MCCANN ACCOUNT TEAM
PABLO FERRER MRM//MCCANN ACCOUNT TEAM
ADAN MESA MRM//MCCANN ACCOUNT TEAM
CHAPI CALVO MRM//MCCANN AGENCY PRODUCER
STEFANO & ALEJANDRO - DIRECTORS
SOMOS 5 SOMOS 5 PRODUCTION COMPANY
JORGE ROIG - PHOTO DIRECTOR
ALFREDO FERNANDEZ SOMOS 5 EDITION AND ASSEMBLY
HI-DUB MASTERING STUDIO HI-DOUB MASTERING STUDIO SOUND COMPANY
IGNACIO LEONARDI SOMOS 5 POSTPRODUCTION

Write a short summary of what happens in the film

A young adult has a problem: he can’t open his legs. He walks with small steps, uses the same pedal of the bike with both feet and even dresses up like a mermaid (during a cowboy party). One day, while he’s walking down the street, he stops in front of a puddle. He looks around and he realizes that he’s completely alone. So, he decides to open his legs for the very first time. In that moment, just when he opens his legs, a ball nutmegs him (the ball passes through his legs, something humiliating in football). Some friends, even an old woman, appear from nowhere and start to shout and record it. A video that quickly got viral, reaching even the Real Madrid player Lucas Vázquez. Remember, a match lasts a few minutes, a nutmeg lasts a lifetime. So, get prepared, the Mahou Urban Football Tournament is almost here.

Cultural/Context information for the jury

Street football is not like professional football. In the streets, there are things that matter more than a goal. You can win 5-0, but if you got nutmegged (the ball passes through your legs), people will make fun of you anyway. A sombrero, a roulette or any other dribble on the street are much bigger deal than on the pitch. In fact, the most shared football clips, are of this kind of humiliating moves. We though that this could be a really cool insight to promote this street football event.