The spot Argentines confronts two separate and true realities: the one of Argentines in owe with certain aspects in the social behavior of more developed countries and the admiration of those countries for Argentine’s passionate way of living football.

One month before the World Cup “Argentinos” started to be aired. A TVC confronting the admiration Argentines feel for the social behaviour in the everyday lives of the fans of other countries of the world with the football passion felt by Argentine fans.

The creative strategy consisted in strengthening the emotional bond of the TV viewer with the brand and making them feel the channel as the perfect place to live the World Cup.

The spot was aired only in the TyC channel and in its website, but the word of mouth and the general acceptance of the spot among the fans together with the regional and world press, in less than two months, made 4 million people enter YouTube to see it, giving the spot a powerful boost in terms of amount of prospect audience.

“Argentinos” fueled TyC’s position as news referent and the high impact and viral power of the spot made it transcend the channel’s own screen, which was practically the only airing space planned for its broadcast.

The audience took action and uploaded the spot to YouTube which received over 4 million visits.

In terms of audience levels, T&C Sports occupied during June, the month of the World Cup, the first position (Source: Ibope), though the offer did not include the live broadcast of all the games or HD, both offers of the competing channels.