Creativity

This Ad Starring Cristiano Ronaldo in His Undies May Be Predicting Its Own Virality

Soccer Star's Image Spreads Like Wildfire in Spot Promoting Altice

By Ann-Christine Diaz. Published on Jul 06, 2017

Editor's Pick

If you're looking to go viral, showing Cristiano Ronaldo in nothing but underwear might do the trick -- which is what happens in this ad for U.S. broadband communications firm Altice USA.

The online spot, created in-house along with Partners, shows Ronaldo caught outside his hotel room wearing only his skivvies, until one of the housekeeping staff graciously unlocks his door. But that's only after she captures a pic of his toned physique on her phone, which she then, naturally, posts to social media. By the time the soccer star steps back into his room, his image has spread like wildfire -- hitting local news and other media. The point, of course, is to highlight the fast connectivity afforded by Altice's various brands, which include Optimum and Suddenlink.

Ronaldo hasn't been shy to show off his body in ad campaigns. A previous one for Armani Jeans, for example, featured a similar hotel scenario in which viewers could peek into his room as he was changing.

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About

Credits

Date
Jul 06, 2017
Agency:
In-house
Chief Marketing Officer:
Matt Lake
Client:
Altice
VP Customer Experience:
Joe Charno
SVP Executive Creative Director:
Mickey Paxton
Senior Writer:
Tim Woods
Producer:
Jason Walsh
Art Director:
Ron Dylnicki
Digital Designer:
Vivian Wei
Director of Creative Services:
Neil Esposito
Marketing Director:
Nicole Averill
Marketing Manager:
Gilian Barr
Social Media Director:
Dan Opallo
Social Media Analyst:
Kate Sherwood
Social Media Specialist:
Dannie Fischetti
Director of Digital Strategy:
Sal Lopicollo
VP Database Marketing:
John Povey
Plan Manager:
Grace Neve
Production Company:
Ministerio Films
Director:
Jose Pedro Sousa
Executive Producer:
Alberto Rodrigues
Post Production Company:
Íngreme
Production Designer:
Joana Esteves
Offline Editor:
Marco Miguel
Online Editor:
Alexandre Guia
Sound Design:
Íngreme
Music Supervision:
Ministério Films
Music Track:
Carlos Abreu

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