Watching the world cup football and be loved for it? Can it be achieved? Everything is possible for a Soccer Gentleman.

The idea was to give men a love letter that they could give to their girlfriends, just to be able to watch an important soccer match from the past World Cup and keep her happy. A letter that took precisely 90 minutes to read, the exact time you need for watching the match.

We got 16,000 people to download and live the experience of reading a real 185 page love letter. And 2,608,645 views on the spot in YouTube.

Tecate Beer created a campaign inspired by the most ancient and wonderful of all media ever.

A letter.

We brought together 3 talented Mexican letter writers to craft a beautiful 185 page love letter.

A letter that takes precisely 90 minutes to read.

But why?

For the most honorable cause possible.

To watch the world cup matches without interruptions.

We did it through 6 TV spots aired during the match transmissions.

A microsite.

And 47 Facebook posts to let you follow the letter in real time.

Just before the match started, the first part of the spot aired, in which we see a guy lovingly giving his girl a present from the bottom of his heart: a letter. A 185 page love letter. Over the course of the match, we aired more spots in which we see his girl still reading the love letter. And finally, when the match ended we aired the spot that showed the conclusion of the letter while the guy comes back from the bar and kiss her. Just in time for us to invite the users to download the same 185 page, 90 minutes long, love letter for him to use it on the next match.