Ala Immortalises Stains on the Anniversary of Argentina’s Third World Cup

To commemorate the anniversary of the third star of the Argentine National Team, MullenLowe SSP3 Colombia, in collaboration with MullenLowe UK and with the support of FCB/FRST, presents Manchas de Orgullo, a brand campaign that pays homage to those stains that marked the path to achieve that coveted cup.

Minute 80, round of 16, Argentina Vs. Australia. After leaving four Argentine players on the ground, Lisandro slides in the area against the Australian, the jersey kisses the grass, and Argentina escapes the draw and elimination.

Minute 34, quarterfinals, Argentina Vs. Netherlands. Nahuel receives a filtered pass from Leo, beats one of the best defenders in the world, shoots, and as his body slides on the grass, the ball hits the net, and all of Argentina dreams of a new semifinal.

Minute 31, semifinal, Argentina Vs. Croatia. After a filtered pass, Julián stands face to face with the goalkeeper, chips the ball over him, and the goalkeeper forcefully collides with it, sending it directly to the grass. The ball is rejected by a defender, and the referee awards the penalty that opens the scoring in favour of Argentina in the semifinal.

Minute 20, final match, Argentina Vs. France. Angelito hooks near the corner kick, enters the area from the right and is brought down. The referee awards the penalty that opens the scoring in the final match.

These historic moments will be engraved in the memory of football and now in a special edition of a stained Argentina National Team jersey that Argentinians can soon acquire.

Ala. Regional Sponsor of the Argentine National Team. Alongside the stains that gave us the third cup.

"It's incredible what Argentina achieved, but even more incredible is what it generated in fans, both in Argentina and around the world. When everyone went crazy to get the World Champion jersey, we realised something: That a clean, shiny jersey without a single speck of dirt is not the real World Champion jersey. The real one is the one with stains that reflect the sacrifice of a team that gave everything on the field to achieve the third cup, and that's Dirt is Good, it's the spirit of Omo - Ala in Argentina. That's how #PrideStains was born, a campaign we've been working on since January 2023, and we're proud to launch it together with the teams from MullenLowe UK, FCB/FRST, Unilever Argentina, Unilever Global, and the AFA, in celebration of the first anniversary of the third star. We hope to soon reward Argentinians with a special edition jersey that immortalises the stains of pride." said Jorge Eliecer Pinto (Pupo) and Guillermo Siachoque (Memo), executive creative directors of MullenLowe SSP3 Colombia.

Paula López Landívar, laundry category director at Unilever, stated, "We are closing the year with the start of one of those actions that, as a marketer, bring pride especially because of the determination and commitment of this great team! Ala joins the AFA family! In the framework of the championship anniversary where Argentina consecrated itself with the 3rd star, we celebrated an agreement between Unilever and AFA that marks the beginning of a new Ala campaign, whose concept is #PrideStains. This time, Ala doesn't want to remove the stains but, on the contrary, celebrate them! In this way, AFA will have the support of Unilever throughout 2024.”