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Super Bowl

Ronaldo Trades Fútebol for Football in First Super Bowl Ad from Altice USA

Soccer star Cristiano Ronaldo takes to the American football field for the first time in campaign from Y&R

Ronaldo Trades Fútebol for Football in First Super Bowl Ad from Altice USA

The world’s best soccer player, Cristiano Ronaldo, made his American football debut during last night’s Super Bowl, starring in Altice USA’s first Super Bowl spot and marking the first campaign from Altice USA and agency partner Y&R. The spot follows Ronaldo as he discovers “football” in America with the help of the Altice One entertainment experience, taking the field instead of the pitch as he astonishes teammates and fans alike.

The campaign highlights Altice One, Altice USA’s all-in-one connectivity platform, combining internet, TV and WiFi all in one device - which is just as surprising as a futebol star playing football. The ad ran in the New York regional market.

To create buzz leading up to the big game, Ronaldo and NFL Fox Sports Insider Jay Glazer “leaked” footage of the soccer star in football gear via Instagram and Twitter, bantering back and forth to drive speculation and conversation.

'Ronaldo: You’ve Never Seen Anything Like It' (spot that ran during the game):

'Ronaldo: Futebol Vs. Football':
Creative Agency

Creative Agency: Y&R

Executive Creative Director: Joao Coutinho

Group Account Director: David Pomfret

Managing Director: Jessica Post

Business Affairs: Janet Muentes

Account Executive: Madison Duke

Project Manager: Clint Walsh (Senior)

Account Supervisor: Megan Falcone

Assistant Account Executive: Dominique Appel

Creative Directors: Thomas Shim (Global), Justin Ebert, Kate Lummus, Felipe Pavani

Executive Music Producer: Theresa Notartomaso

Production Company

Production Company: Middle Mile Production

Director: José Pedro Sousa

Producer: Alberto Martins, Marissa Lando

Post Production / VFX

Post Production Company: Ingreme, Post Production

Print / OOH

Art Director: Pedro Lima