The aim was to create a viral teaser in Indonesia to announce the return of the Italian league on beIN SPORTS. When Indonesian fans talk to us about Serie A, they always proclaim it as their first love so we thought what better way to celebrate the return and capture their passion, than with a local "dangdut" song - specially written and composed for them.

The concept is “First Love”. Whenever we talk to Indonesian football fans, they always proclaim the Italian Serie A as their “First Love” as it was the first International football league broadcasted in Indonesia. Dangdut is a local Indonesian song and dance which is hugely popular with Indonesians from all walks of life. We decided to compose an original Dangdut song and produce a very localised music video which encapsulated the colours, rivalry and legacy of Serie A. All Dangdut dance moves choreographed would be specially Dangdut-esque.

The strategy was to compose an original song centred around the concept of “First Love”, choreograph Dangdut-esque moves and somehow mash the beauty of Serie A into this mix. Every scene depicted would strike a chord with Indonesian Serie A fans. The Milan Derby, football team AS Roma represented by “Roma Irama”, Indonesian King of Dangdut, grand entrance by champions Juventus, Napoli & Inter’s shock reactions because they were beaten by Juventus for the Scudetto, Parma’s sudden inclusion in the dance to mark their comeback into Serie A and the CR7 celebration to celebrate Juventus singing Ronaldo. Official members of Serie A fan clubs were also invited as dancers in the video.

The pre-production began in June 2018 till early July, the shoot was on the 11th of July and the video was launched on the 23rd of July 2018. We needed 21 dancers and 50 extras. All dancers needed to wear jerseys from top Italian clubs and dance to some unique Dangdut moves.

It was a non-stop 21 hour one-day shoot with more than 30 production crew members. With a production budget of USD41K, the spot was directed, edited and colour corrected by our in-house team. The spot aired on all our beIN Sports Channels in Indonesia, affiliates channels and also on our social media platforms (Facebook, Twitter, Instagram & YouTube).

The spot went viral on Twitter organically and soon went viral worldwide. It was picked up by sports aggregator Bleacher Report and websites such as Fox Sports, Yahoo Sports, Soccer news, Reddit, Troll Football, Today Sports, Bola Lob, Kompas, Bola Sport and websites from Italy and around the world. It was also featured on the Italian News Tg5 Italia. South America brand Bitbol wanted rights to feature the Ad on their channel, Rai Sports Italy contacted us to make the video the official opener for their Serie A magazine show. This was arguable our most successful video ever produced.