Soccer players have millions of followers around the world. The referees, on the other hand, not so many. But they find at least one in the fun advertising campaign launched by the Argentine subscription television channel TyC Sports on the occasion of World Soccer Referee Day, which is celebrated every October 11.

Devised by the creative agency Mercado McCann, the ad is titled “Arbitrary Love” and tells a very particular story dedicated to that sports figure who is not always so appreciated or whose function, perhaps, is not valued enough. Combining humor and irony, it presents a young man who, to the amazement of those around him, is an unconditional fan of referees.

The campaign, as explained by Mercado McCann, highlights the paradox that a referee faces in his daily work: “Being a referee contains a paradox, when you make a mistake everyone remembers you, and when you get it right no one remembers you.“, they comment.

In this sense, the piece seeks to raise public awareness about the fundamental role that referees play in football and pays tribute to their responsibility and the role they play in each match. With this, TyC Sports positions itself as a medium with a broad and panoramic vision of football in its entirety, not just one aspect of it.

Furthermore, the piece concludes with the slogan “TyC Sports, explaining the inexplicable”, which highlights its value proposition while establishing an emotional connection with viewers.
The spot was produced by Welcome Content.