Decathlon celebrates its 30th anniversary to the rhythm of Rocío Jurado

The agency Ogilvy stood out last year by bringing back the figure of Lola Flores to promote the repositioning of Cruzcampo, in an exercise of vindication of origins, diversity and empowerment. One year after the launch of that spot, the creative company once again bets on folklore and music to celebrate the 30th anniversary sportswear brand Decathlon In our country.

On this occasion, Ogilvy Madrid relies on the iconic song “How I love you”, interpreted, among other artists, by Dew Sworn to create an ode to sport, its values ​​and the connection it is capable of establishing between people. The protagonists of the piece recite the lyrics of the theme created by Manuel Alejandro on images that reflect the practice of various sports disciplines: skateboarding, canoeing, artistic gymnastics, swimming, cycling or judo, among others.

The piece seeks to value the connection between sport and life in an emotional way, with music as a key element and the declaration of love of the letter as a common thread. “When we mixed the lyrics of the song with small moments of life related to sport, everyone got excited“, Juan Pedro Moreno and Javier Senovilla, Executive Creative Directors of Ogilvy Madrid, have pointed out in a statement. “The main challenge has been, precisely, to control that emotionality. We didn’t want it to go to something excessively epic, or something excessively maudlin.”.

In addition, the spot, almost a minute and a half long, is also a hymn to life and shows Decathlon’s position beyond the sport itself. There is also room in the ad to highlight the brand’s commitment to the environment and sustainability, or diversity. “At Decatlhon we have been in love with this wonderful sport, life, for 30 years. Thank you for sharing them with us.”, affirms the narration at the end of the piece.

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In this way, the ad creates a parallel between the unconditional love described in the song and the passion shown by the brand for sport. “Sport has the power to positively transform our daily lives, and this piece is a tribute to 30 years of innovation, health and life. But, above all, thanks to all the people who have accompanied us on this beautiful adventure.”, commented Lorena Lara, Decathlon Content Manager.

A new stage with Ogilvy

The bell “Life, the sport we love the most” marks the beginning of a series of actions that Decathlon will launch to celebrate its 30 years in our country. “We feel very proud to have been mobilized for three decades to improve the lives of so many people, being faithful to our sense of making sport increasingly accessible to everyone.”, said Javier López, general director of Decathlon Spain, in a statement.

This campaign is the first campaign of Ogilvy Madrid for Decathlon as his new creative agency, he says that he has won after holding a contest promoted by the company a few months ago. “Decathlon is one of the great brands that you really want to work with. Its communication has evolved solidly over the years to become a benchmark“, commented Roberto Fara, Chief Creative Officer of Ogilvy Spain, in a statement. “The challenge now is to continue evolving creativity and, above all, to grow the brand into new territories.”.

The campaign “Life, the sport we love the most” was launched on February 4 and will be active until the 17th of the same month. It will have activations on television, outdoor advertising, digital, social networks and company stores.

Datasheet

• Agency: Ogilvy Madrid
• Advertiser: Decathlon Spain
• Client Contact: Lorena Lara, Ruben Grande
• Chief Creative Officer: Roberto Fara
• Creative team: Jesús Rasines, Félix Carral, José Izaguirre, Javier Senovilla, Juan Pedro Moreno, Guillermo Fernández, Pablo Poveda, Jorge Calvo, Olimpia Muñoz, Arturo Sánchez
• Managing Director & Client Lead: Israel Reyes
• Account Director: Alejandra Prats
• Project Manager: Víctor Giner
• Social Media Team: Sofía López, Carlos Gómez, Gema Martín, Nerea Heredia
• Senior Strategic Planner: Yuda Sagman
• Production Director: Aarón Lago Producer: Elena Nebreda
• Head of Social: Sofia Lopez
• Production: Canada
• Director: Marc Oller
• Post Production: Hogarth
• Hogarth Post-Production Director: Álvaro Monzón
• Musical composition: The Refrigerator
• Media: TV, Digital, Outdoor, Social, Retail
• Media agency: UM
• Campaign broadcast: February 4
• Campaign Title: 30th Anniversary