Hernan Ibanez
Associate Creative Director at FCB New York
El Segundo, United States
TitleYour Wife Saw
Agency
Campaign Your Wife Saw
Advertiser T-Mobile
Brand T-Mobile
Date of First Broadcast/Publication
Business Sector Telecommunications Services
Philosophy The witty "Your Wife Saw" campaign – an entertaining media integration and placement on a live Fox Sports broadcast – is designed to appeal to the popular weekend family activity of Latin Americans.  By understanding that although soccer fans often watch the big game with their family, they don't necessarily view the match from the same perspective,  the campaign presents regular replays during live games as family portraits;  'Asi Lo Vio Tu Mujer' ('What your wife saw') shows the star striker stripping down to his vest after scoring a goal;  'Asi Lo Vio Tu Hijo' ('What your son saw') depicts the players as characters from a computer game; 'Asi Lo Vio Tu Abuelo' ('What your Grandpa saw') blurs the visuals into the sepia-tones of a vintage TV set; and in 'Asi Lo Vio Tu Hija' ('What your daughter saw'), a rag doll obstructs the view of the screen.
Problem Family and football are two of the focal points of Latino families, and the ritual of the Sunday soccer game is the inspiration for a new campaign conceived by Conill for T-Mobile. For the past four years, soccer has served T-Mobile as a passion point for building affinity among Latinos. To this audience, football (soccer) is more than a game; it is a matter of cultural pride.
Media Type Case Study
Producer
Copywriter
Art Director
Creative Director
Creative Director
Chief Creative Officer
Media Director

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