I Came for Football, I Stayed for More.
Cristiano Ronaldo fronted Saudi Tourism's 'Unreal Calendar' campaign by BETC Paris, watching the Kingdom's big sporting and cultural events from the stands and summing up: 'I came for football, I stayed for more.'
- Brand
- Saudi Tourism Authority
- Agency
- BETC Paris
- Market
- Europe, India, China
- Region
- Global
- Year
- 2025
The challenge
The Saudi Tourism Authority wanted to sell the Kingdom's year-round calendar of sport, entertainment and culture to travellers in key European markets, India and China.
The idea
Ronaldo, who joined Al-Nassr in 2022, sits in the stands at major events in Riyadh, Jeddah and AlUla, narrating and comparing the sports he sees to his own. The 60-second film moves from monochrome into full colour as the crowds' energy builds, and ends on cultural and heritage experiences beyond sport. Sam Walker directed for Henry, and the campaign, which BETC calls 'The Power of Events', ran on TV, social, digital and out-of-home.
Case study source: Ads of the World Source ↗
Credits
- Executive creative director
- Alasdhair McGregor
- Creative director
- Guillaume Rebbot
- Creative director
- Damien Bellon
- Production company
- Henry
- Director
- Sam Walker
- Talent
- Cristiano Ronaldo
