During the final of Copa America, one of the most watched sport events in Latin America, this ad with the 'voice of the stadium' delivered a rousing message to all soccer players from the Boca Junior team. Boca Junior is Argentina's biggest team and is sponsored by Nike, but has been struggling recently. The ad was actually filmed as the players attended a training session in the Bombonera stadium, and their reactions are genuine.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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