La Liga's generational bond

Called 42 Legacies, 42 Ways to Win, this new campaign, focussing on the 42 teams in the top two Spanish football divisions, is a tribute to the emotional legacy football passes down through generations. 

Created by El Ruso de Rocky Madrid and directed by Gabe Ibáñez through Bambina Films features and elderly father and his adult son going through their matchday rituals - the scarves, the walk to the stadium, the customary stop at a bar, the shared silence in the stands, the same seats, the same gestures. All the while the father remembers back to when his son was young and the roles they now play were reversed, even if the rituals remain unchanged.

The campaign stems from the insight that, in many families, support for a club is an intangible inheritance, shared through rituals, symbols and collective memories. That it is a bond passed from parents to children, from grandparents to grandchildren, and one that shapes relationships through the generations.

This is much more than an advertising campaign," said Lucas Paulino, Chief Creative Officer at El Ruso de Rocky. “There have been very few moments in my career when you feel you’ve arrived at something truly significant — not just a good idea. And whenever that has happened, the same formula applies: you need the best team in the world by your side. Both at the agency and at the brand. I hope I’m not mistaken. And by the way: aúpa Atleti.”