Telemundo Deportes released its first campaign for FIFA Confederations Cup and World Cup, produced in partnership with Anomaly. “Esto es Solo el Comienzo” (This is Only the Beginning), debuted yesterday across NBC Universal and the Telemundo Enterprises platforms, as Telemundo and Universo get ready to kick off their exclusive Spanish-language coverage of the Confederations Cup Russia 2017, June 17 through July 2.
The inaugural spot introduces Telemundo Deportes’ campaign to fans by exploring the moments of anticipation before a big match while building up the message that the network’s coverage of the Confederations Cup is just the beginning; a cliff-hanger that lets the viewer also know something big is coming and it is only on Telemundo.
The campaign’s approach aims to speak to the core Latino fútbol fan while also engaging a broader audience, keeping the passion and culture that fútbol delivers to fans universally. It incorporates those moments of anticipation with the powerful lyrics of Metallica’s classic song “Nothing Else Matters,” reimagined by Scala Kolacny Brothers. The words, tone, and cadence add drama and tension as we build towards the World Cup.
The U.S. Hispanic audience is young, culturally attuned, and equal parts Latino and American. Yet, their passion for fútbol remains pure, providing an outlet to celebrate both where they are from and where they are going,” said Bill Bergofin, Senior Vice President of Brand and Content Development for Telemundo Deportes. “Our goal is to communicate that Telemundo is also evolving and we are committed to providing the most exciting, authentic Confederations Cup and World Cup coverage ever in America.”
Giovanni Villamar, Managing Director at Anomaly said, “We are incredibly proud of this work. It is further proof of Anomaly’s commitment to redefining Hispanic marketing. Our goal is to revolutionize the industry. This is a big step forward that we take with a partner who shares similar values.”
The campaign features a 60-second television spot, two 30-second spots along with 15-second teaser commercials. The spots began airing on Sunday, May 21 during Telemundo Deportes’ broadcast of Premier League “Championship Sunday” and aired across the entire NBC Universal family of networks, including: NBC, Telemundo, Universo, CNBC, E!, ESQTV, MSNBC, NBCSN, OSYGN, SYFY, USA. Following this initial launch, the spots will continue to appear on broadcast, digital, and social channels during the next eight weeks, across NBC Universal platforms and off-channel.