Argentina – Mascherano Scores against the “Pachorra” for Yogurísimo

What: FC Barcelona striker Javier Mascherano replaces Carlos Tévez on offense for Danone.
Why it matters: Because this Young & Rubicam campaign with TV, digital, outdoor, and social network ads, features the emblematic player of the Albiceleste who becomes a hero and makes a call to leave behind the pachorra, or indolence and listlessness that can get in the way of reaching goals and victories.

After the great Carlos Tévez's departure to China, Javier Mascherano takes over on offense for Yogurísimo against the pachorra, in a play on the famous phrase he said to goalie Sergio Romero during the 2014 World Cup in Brazil, right before the penalty shootout in the semifinal match between Argentina and Holland: "Hoy te convertís en héroe" (Today you become a hero).

In the Young & Rubicam campaign, the Argentina National Soccer Team star and FC Barcelona striker not only invites us to leave behind our listlessness in life, but also goes on to rescue friends who’ve become discouraged.

Subscribe to Portada Sports Marketing Updates!

The pachorra is no match for the Albiceleste star, who gives his all on the pitch and is now the new face of the Yogurísimo brand.

"With this campaign, Yogurísimo Energía Total invites young people to become their friends’ influencers, so that they can shake off any listlessness or indolence and not miss out on life’s best experiences. The campaign tells a story through the hashtags #sebuscaheroe and #convertiteenheroe on digital platforms", says Paola Valverde, Senior Brand Manager, Yogurísimo.

The campaign kicked off in February with TV, digital, and outdoor ads, along with a social media pachorra invasion on Yogurísimo’s Facebook page, and will continue developing with Yogurísimo and Mascherano updates throughout the year.

Fact Sheet:

Agency: Young & Rubicam
Client: Danone Argentina
Product: Yogurísimo Energía Total
Copywriter: Alejandro Álvarez – Santiago Ledesma
Producer: Castadiva
Director: Fatty Iastrebner
Sound Producer: Animal Music
Post-production: Lemon Drop


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!


Editorial Staff

Portada Staff

MORE FROM PORTADA

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Three Golden Rules for Soccer Influencer Marketing

Three Golden Rules for Soccer Influencer Marketing

Influencers have become a major force in sports and soccer marketing. Mexico's Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provide Portada insights on how to make the best use of the soccer influencer market.