Amid the World Cup euphoria, instead of a traditional ad, it was intended to surprise the readers by incorporating the communication into the journal itself.A week before the release, photos of the various national teams trainings where intervened by adding the classical frames where the album stickers are placed. Within each frame, the following text could be read: “Find him in the South Africa 2010 Sticker Album. Next Wednesday the 19th of May, for free in Ovación”.

The album has an excellent reception.