🌎 MOVISTAR The post-Nadal era.
The arrival of Rafa Nadal did not just change tennis; it changed the way we understand sport. His intensity, ambition and competitive spirit marked the beginning of an entirely new era.
Movistar wanted to accompany that shift by showing that if sport had reached a new level, the way we experienced it at home also needed to rise to the occasion. This is how The post-Nadal era campaign was created, connecting the power of modern sport with the technology and capabilities of Movistar Fusión TV.
The concept was built through amplified visual metaphors: Nadal facing a four-meter-tall opponent, Rossi and Jorge Lorenzo playing a chess match at 180 km/h, or two armies of eleven warriors battling on a football pitch. It all served to convey one clear idea: sport is bigger than ever, and watching it should be too.
Produced with Sega and Lee Films, the campaign featured the real presence of Nadal, Rossi and Lorenzo, reinforcing Movistar’s positioning as the leading audiovisual destination for sport: LaLiga, the Champions League, MotoGP, F1 and the major tennis competitions.
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Additionally, since Valentino Rossi was already on set, we created an extra 30-second spot to show, in a fun way, what it meant to miss the MotoGP races. Back then, MotoGP in Spain was broadcast on Sundays at 2 p.m. And without Movistar, viewers had to make do with whatever was on free TV, usually nature documentaries.