Ad of the Day | France's Ligue 1 Releases its First Ever Film: "We Will Show You"

Sep. 19, 2024

In this two and a half minute film created with the Sid Lee Paris agency, Ligue 1 shows us its take on the beautiful game. More than just a film, the brand loudly expresses its new positioning Football. But French.– and proves this through passionate supporters, football wizardry and epic music. A new direction for the league, clubs, players, and supporters, this is the adopted positioning of the championship for the coming year.

Rather than settling for just another film of football tricks, the league puts all its technical prowess into action, challenging the old English cliché of the "Farmers League" and showing us what Ligue 1 is really all about. And while it may start with a fish & chip dinner, the French odyssey that follows shows our cynical British protagonist, Willy, how much he needs to learn about Ligue 1.

From a kid in Marseille to the dogs in Lille, the Rennes tifo to the Lyon lion, celebrations that span Paris, Strasbourg, Lens, Toulouse, and Nantes, the French fans dazzle their English friend. But just when they thought it was over, we get a gleaming cameo from Thierry Henry, the most English of French players, as he laces up his boots (and dons a pilot's cap) to fly Willy straight to the upcoming championship.

From a young prodigy at AS Monaco to Arsenal legend, CBS commentator and coach of the French U21 and senior national teams, Henry was the perfect person to represent the strength and diversity of French football on the international stage; not to mention the values of excellence of the new Ligue 1.

The job of directing the film fell quickly and without much discussion to Adrien Lagier and Roman Bellity. The duo has made a significant impact on the French rap scene with some of the most memorable music videos of recent years (Orelsan, Damso, Niska, etc.). Both huge football fans, they managed to blend style with comedy in an epic emotional film paired with innovative visuals.

The campaign will launch on September 19, primarily through digital channels.