The World Cup was coming and only two channels broadcast it in Argentina. We had to call people’s attention and make them choose TyC Sports to watch the World Cup over the other channel. That's why we decided to show everything that happens when people watch the match with us. Because this is what we do, the way we experience and sense football is impossible to imitate. And the same happens with the feeling we generate on people.

We searched for true videos of fans reacting to Argentina football matches. Hugging, yelling, crying, smiling. And we just showed that. Pixelated videos, messy homes, awkward moments, non HD cameras. Nothing can be more touching than watching real people, real fans living their passion and their dream. For any people of the world, the images of the commercial are difficult to believe. For people in Argentina, it’s our pride and our way of living football. Especially when we are watching TyC Sports.

To show what makes TyC Sports unique, we decided to talk about the thing we have since the very first day: passion. At TyC Sports, we don’t have journalists, we have true football fans. So, we decided not to talk about the game, but to talk about what generates. We turned around the cameras and showed that amazing feeling that football produces on people. We are the channel of passion, the channel of true fans and the best way to prove that was just choosing the most emotive true videos of people just letting themselves go because of football.

TyC Sports is the most important sports channel in Argentina. Winning the World Cup, made the main objective of this commercial to show everything that TyC broadcasts, beyond its original broadcast. We turned the camera around to see actual footage of the audience. What happens and how Argentine men and women react when they see TYC Sports and their unique way of living soccer.

The impact was complete. People shared the commercial on all their social networks. TYC sports was the World Cup channel, achieving rating peaks that were far higher than competitors. In addition, when the spot was aired, people naturally began to film themselves in their homes watching the games and share it on their social networks, captivating us. The concept of the commercial, based on what all Argentines dreamed of, was imposed even on the channel's reporter when talking about the national team, replacing the traditional “Argentina national team” with “Argentina national dream”.