YoPRO launches a bold new campaign in Spain, using its brand ambassador like never before.
Most brands working with athletes show them doing what they do best: dominating and winning. But YoPRO is not like any other sports brands. They don’t celebrate perfection, they celebrate progress and progress is never a straight line. It's messy, it's human, and that’s where real joy and real growth happen.
By showing Carlos learning instead of excelling, YoPRO is proving their commitment to their mission of helping people progress. “As a brand, we believe there’s no greater joy than feeling challenged, and little by little, getting better at something. said Carrie Mesing - Global Director, Brand Equity & Communication at YoPRO. “That’s why we were excited to feature Carlos’s work in progress, golf swing because we stand for progress. And everyone wants to make progress at something, even Carlos Alcaraz.”
In this graphic, playful, and slightly self-deprecating film, we celebrate Carlos trying and failing on the course with plenty of missed swings, duff shots and close calls, all while YoPRO keeps him fueled through the stumbles. In the end, he’s closer than ever to nailing a hole-in-one proving that even the best can get better at something.
Spanish directing duo XOXO brought the film to life, capturing the playful energy of the shoot and bouncing off their fellow Spaniard with ease. And Carlos? He was more than happy to lean into the idea, laughing at his own mis-hits and showing that even champions are a work in progress.
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CREDITS
Brand : YOPRO
Brand Managers : Arancha Cordero, Shuchita Pai, Carrie Mesing, Herman Pardo Noriega, Joaquin Orozco
Ad Agency : BETC Paris
President & Chief Creative Officer : Stéphane Xiberras
Agency Managers : Anne-Laure Brunner
Executive Creative Director : Antoinette Beatson
Head of Strategic Planning : Alexandre Ben Soussan
Creative Director : Daniela De-Seta
Copywriters : Tristan Lenczner, Julia Heydemann
Art Director : Simon Carr
Supporting Art Directors : Macrine Bateman, Justin Reich, Frederic Rougier
Creative Resources Coordinator : Elodie Diana
Strategic Planning : Brenda Martinez, Yue Gu
Account Team : Jake Thelen, François Borel, Amélie Damoiseaux, Emma Canard, Louise Chabaud-Van-Aal
BETC Creative Producers : Laure Denizot, Morgane Richer
Production Company : Caviar
Directors : XOXO
Music Creative Director : Sidney Guillen, Nils Le Breton, Marion Torreilles
Sound Company : GUM
Media Agency : Wavemaker
1st Air Date : September 15th
Media Plan : TVC & Digital
Formats : 30’’ & 20’’
