Cannes Lions

The Older, The Wiser

J. WALTER THOMPSON PUERTO RICO, San Juan / TRIPLE S / 2017

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Overview

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OVERVIEW

Description

37 years later, Triple-S partnered with Telemundo to rebroadcast the match, replacing the original commentary with a crew of commentators made up of the 1979 team’s coaches and captains, now aged over 65. They provided an account of the game, reflecting on what would they do differently knowing what they know now after all these years.

Execution

Triple-S asked two former players and two former coaches from the famous 1979 team to be the commentators for a rebroadcast of the classic match. They sat on a TV set, just like regular sports TV commentators do, and commented as the game unfolded. More than a play-by-play analysis, they reflected upon what would they do differently in that game with all they know after all these years. The rebroadcast was placed on Telemundo, the island’s highest-rated network, during primetime.

Outcome

The effort received great TV ratings and created a new format of former players commenting on rebroadcasts of their old games to talk about how experience could have changed their outcomes. One of the coaches of the 1979 was rehired by the current national team as a special advisor. Triple-S received over 10,000 new enrollments and was the company with the highest growth in its segment last year.

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